Client: A.L.C.
Services: Affiliate program strategy, partner diversification, commission optimization, influencer-integrated affiliate marketing
Overview and Challenges:
A.L.C., a luxury fashion brand, sought to scale its affiliate marketing efforts to drive more sustainable, diversified revenue. Before January Digital took over affiliate management as part of its broader role as A.L.C.’s media agency of record, the program relied heavily on a small number of legacy partners, most notably Rakuten Rewards, which drove more than a third of affiliate revenue.
This created both scalability limitations and performance risk. The affiliate channel was also disconnected from broader influencer efforts, and there were untapped opportunities to optimize partner relationships, commission structures, and exposure within key platforms.
Goals:
- Reduce over-reliance on a small group of legacy affiliate partners
- Identify and onboard new high-value affiliate partners to diversify revenue streams
- Optimize commission structures to incentivize performance while maintaining profitability
- Integrate influencer and affiliate efforts to increase reach and alignment with brand-building goals
- Increase exposure and conversions within key cashback and influencer networks
Our Work:
January Digital implemented a multi-faceted strategy to drive affiliate program growth and resilience:
- Expanded and Diversified the Affiliate Portfolio
Identified and onboarded new high-performing partners, including Capital One Shopping and ShopMy, to reduce over-reliance on legacy contributors. Rakuten’s share of affiliate revenue dropped from 33% to 22% YoY, and all new partners ranked among the brand’s top 25 revenue drivers by Q4. - Conducted Competitive Gap Analysis
Benchmarked A.L.C.’s affiliate program against others in the January Digital portfolio to identify high-value partners missing from the roster. These partners were onboarded strategically to drive incremental revenue and broaden reach. - Optimized Commission Structures for Impact
Increased LTK commission rates from 10% to 16%, securing “premier advertiser” status and increasing platform visibility. Adjustments were designed to elevate brand placement and support seasonal push moments through cashback initiatives. - Integrated Influencer Strategy into Affiliate Program
Aligned affiliate efforts with A.L.C.’s influencer strategy to drive more authentic creator alignment. By activating through platforms like ShopMy and LTK, creators could organically opt in to promote the brand, increasing both exposure and efficiency. - Invested in Strategic Creative Placements
While creative is typically less central in affiliate, we prioritized high-impact placements, such as homepage takeovers and dedicated emails on Rakuten and Capital One Shopping, to maximize visibility, drive conversion, and reinforce A.L.C.’s brand positioning.
Results and Business Impact:
- Onboarded 10 new top-performing affiliates
- Achieved a 60% revenue lift from Rakuten Rewards through tested cashback events
- Significantly diversified Q4 revenue streams
- Strengthened influencer performance and alignment
- Elevated A.L.C.’s competitive positioning within top affiliate and influencer networks
