Le Col Drives Cost-Effective Growth via the Affiliate Channel
With consumer spend on cycling products dropping during the winter months of 2022 due to seasonal demand fluctuations, Le Col was looking for a way to cost-effectively drive revenue while diversifying their audience to combat inflation and an uncertain economy. With Acceleration Partners' (AP's) guidance and expertise, Le Col took a three-pillar approach to growth within their affiliate program.
Learn how AP helped Le Col drive cost-effective growth through new commission tiers, partner optimisation, and unique partner development, leading to an 85% increase in revenue.
85%increase in revenue QoQ
41%decrease in average cost of sale
64%increase in new customer sales QoQ
At the start of 2022, Le Col was not hitting revenue targets across the business. Demand for cycling products had returned to pre-covid seasonal trends and the winter months are traditionally slower for the sale of cycling products. To drive sustainable growth, the challenges for Le Col were two-fold:
They needed to increase revenue in a cost-effective way.
Inflation and changing seasonal trends created an unstable economic climate. Le Col needed to diversify their audience and increase new customer acquisition.
Three-Pillar Strategy
Programme Efficiency
AP introduced new commission tiers to increase channel efficiency. Different commission tiers were created for top and bottom-of-funnel partners and higher commission was offered for new customer purchases.
Partner Optimisation
AP negotiated new placement opportunities that would drive the strongest ROAS. Content partners were offered gifts in exchange for engaging product reviews and new customer rates were given to specific loyalty and voucher partners.
Partner Recruitment
After reviewing partner performance, AP established top performing partner categories where additional partners could be recruited, focusing on: Buy Now Pay Later partners, Card-Linked Offer partners and Content partners.
