Part One: How to Manage Luxury Programmes in the Affiliate Channel

At iProspect we manage programmes with a luxury first focus, and I personally have been working on these premium accounts for over 3 years and this series covers some of the most commonly asked questions on how to run a thriving luxury program in affiliates.

For this blog entry we’ll address the biggest challenge when working with high luxury programmed and considerations for reaching brand KPIs.

What do some of the best films and books series have in common? They come in threes and this is the first of a three-part series on luxury in affiliate marketing.

High luxury retail products are a niche offering in line with top tier AOVs that often go over £500 or more.

  • Brands like Chanel and Dior have strict brand protection guidelines that limit what offer messaging you can promote through your publishers.
  • Make sure you focus on what you can use: most luxury brands will offer complimentary shipping and returns/ cross market shipping / you may even have access to free next day delivery as an inventive.
  • Explore the possibility of limited exclusive incentives such as bespoke experiences :for example complimentary monogramming.

 In luxury, similarly to high street retail, you’ll have peak and out of peak periods – these are more pronounced in line with the high AOV.

  • Your publisher portfolio will be smaller and geared towards luxury content partners, while excluding cashback and voucher to protect brand image.
  • Make sure you build strong partner relationships while upweighting and aligning bought media with your peak volume driving periods – could be mid-season sale, winter sale etc.
  • Utilise OOP (out of peak) periods for testing new technologies and partnerships in order to build a reliable data lead strategy.

Luxury now is not only just emerging in the affiliate space, its already here and growing on a global scale. Watch this space for part 2 of this luxury blog series.

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