Frasers Group is a fearless collection of the world’s leading brands. With partnerships and brand collaborations at the beating heart of the business model, the affiliate channel was highlighted as a primary growth channel for the group.
The Group’s bold affiliate strategy, powered by Partnerize, redefined success across its flagship brands—Sports Direct, Flannels, and House of Fraser. Tasked with delivering significant revenue growth, the team exceeded expectations two months early. Partnerize’s tailored commissioning tools and dual software-services model drove a +16% revenue lift and 42:1 ROAS, showcasing affiliate marketing’s unlimited potential.
The Strategy Behind the Success
Migrating to Partnerize software and services during Q3 peak periods, Frasers Group seamlessly transitioned without disrupting activity. Legacy campaign analysis revealed significant opportunities to optimize underutilized revenue-driving partner types. This insight fueled a strategic, hands-on approach tailored to each brand.
House of Fraser and Flannels: Focused on closed user groups and shopping partners.
Sports Direct: Prioritized cashback, loyalty, voucher codes, and sub-networks.
Partnerize’s commissioning tool was pivotal, using dynamic structures to incentivize partners with CPA increases, tailored variables (e.g., new vs. existing customers, AOV, and seasonality), and targeted reactivation of inactive partners through newsletters.
The Results
The collaboration exceeded expectations, with Frasers Group achieving:
- A +16% revenue lift.
- Cost savings and improved margins while driving impactful ROAS.
- Full alignment between Frasers and Partnerize teams, creating a seamless, optimized workflows.
By redefining retail partnerships with data-driven tools, Frasers Group outperformed its revenue objectives, solidifying the affiliate channel as a cornerstone for future growth.
Ready to break free from traditional networks and redefine your partnership strategy? Read the full case study right here to find out more.
