Research: The State And Future Of Retail Partnerships Survey (Part 2 of 2).

Apr 5, 2019

Director of Marketing Strategy & Operations

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In a recent blog post, we unveiled our global study about retail partnerships, which was aimed at understanding the degree to which partnership is an important and growing segment of performance marketing for retailers, and what portion of sales and investment from business leaders it is driving. That post shared the methodology, sample details, and high-level results of the study. In this post, we will dig deeper into data on retail partnership strategy, looking at the key priorities for retailers when it comes to partnerships and the types of partner relationships that are driving business goals. 

 

Partnerships Are Driving More Sales than Last Year

More than half of respondents say partnerships are driving more sales this year than last year. Just 1% say partnership sales have declined for their businesses.

 

Stronger Partner Relationships is a Priority

The top retail brand leader priorities include finding more partners (29%) and strengthening relationships with existing partners (24%,) two key growth strategies for the channel.

 

Retailers See Incremental Potential of Partnerships

Partnerships are viewed as a key potential growth channel for retailers. A massive 71% of respondents see additional sales potential in the channel, and 26% see massive incremental potential.

 

Partnering Smartly is the Key

Many leading retail brands are prioritizing large partners versus forging agreements with thousands of potential partners. The most common number of partners for a retailer is 50-99 (34%). 62% of retail brands report having less than 100 total partners. Just 2% of retailers surveyed partner with more than 1,000 businesses.

 

Emerging Partner Classes are Driving Value for Retailers

Many retail brands report significant revenue coming from “emerging” partnership channels like influencers (17%), and brand-to-brand partnerships (13%). While “traditional” affiliate-style partners drive more sales than other channels (42% for traditional partners like loyalty communities and 11% long-tail publishers),

 

To download a free copy of our partner and affiliate marketing research in PDF, click here. 

Contact us for information on the survey and our services.

Director of Sales Operations

15

SVP and Head of Partnerships

23

Director of US Integrations in Customer Success AMR

104

Director of Partner Growth

217

Vice President Of Operations in Strategic Technology

28

Head of Affiliate, Student Beans

734

Marketing Specialist

732

Director of Marketing

6

Partner Marketing Manager

17

Customer Success Manager in Customer Success APAC Singapore

731

Marketing Director - Americas

7

Customer Success Manager

739

Customer Success Manager APAC

19

Director Of Partnerships

22

Partnership Director APAC

21

Customer Success Director EMEA

32

Client Services Manager

24

CEO and co-founder

8

Chief Product Officer

276

Senior Product Marketing Manager

103

Director of Marketing Strategy & Operations

4

Marketing Manager Americas

30

Head of Finance Operations

27

Principal Integration Engineer

25

Enterprise Sales Executive

26

Marketing Manager

18

Senior Channel Partnerships Manager

20

APAC Marketing Director

9

Customer Success Manager APAC

738

VP Revenue in Sales EMEA

275

Head of Deployment

5

Head of Client Services & Integrations for APAC

16

Marketing Coordinator APAC

14

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