How Adore Beauty uncovered a highly efficient marketing channel with Partnerize.
Adore Beauty, Australia’s leading online beauty store has spent over 20 years delivering world-class beauty products across homes in Australia. With an extensive product range, unmatched customer service, and first-class delivery service, Adore Beauty has established a cult-like following. They needed a scalable, ROI-centric channel with measurable results to match their operational excellence. Enter affiliates.
The setup.
Adore Beauty joined Partnerize in 2020, and it was at this time they brought the management of their affiliate program in-house. Their chief objectives were to drive new customer acquisition and revenue while encouraging returning customers to make repeat purchases.
With Partnerize, Adore Beauty were able to automate dynamic partner payments based on conversion attributes including new vs. existing customers - a key driver for efficient spend and proving incrementality for the channel.
The treatment.
Affiliate remains a highly effective performance marketing channel for Adore Beauty outperforming other digital channels through efficient foundational practices, such as:
Prioritizing affiliate monitoring and compliance via BrandVerity.
Running regular analysis of their partner mix and shifting strategy accordingly.
Re-negotiating with key partners to determine best outcomes that meet their objectives.
Working to build strong relationships with their partners to drive mutual understanding and enduring performance.
Adore Beauty’s program includes various partner types, such as content, cashback, student, loyalty, influencer and BNPL to capture every stage of their funnel. They prioritize publishers with broad reach, a tactic that’s helped them penetrate a wide customer base to match their expansive product range.
Their partnerships with Shopback, Cashrewards, Qantas, Unidays, and Skimlinks feature customized commission models, including flat-fee arrangements with content partners to foster long-term, mutually beneficial relationships. They’ve also advanced retail media by collaborating with suppliers on 'supplier-funded' campaigns, such as a successful Cashrewards promotion with LaRoche Posay, yielding impressive YoY results with increased new customer acquisition and AOV.
As a small in-house team, Adore Beauty leverages Partnerize’s Customer Success Manager as a strategic extension of their team, gaining insights, fresh ideas, and accurate reporting. Additionally, Partnerize’s insights beta tool has helped them validate incremental value across customer segments.
With Partnerize, Adore Beauty has been able to:
Establish affiliates as a highly effective performance marketing channel
Develop a full-funnel program aligned with business goals
Implement dynamic rewards to drive new customer acquisition and repeat purchases
Bringing our affiliate program in-house with Partnerize has transformed it into our most efficient paid channel. With dynamic rewards and strategic partnerships, we’re able to drive new customer growth while maximizing ROI, making every dollar count.
Daniela Piedrahita Eastman
Senior Partnerships Specialist, Adore Beauty
The results.
Affiliates have been crucial to Adore Beauty’s acquisition and revenue performance and will continue to command investment as a highly effective performance marketing channel. Their strategy of dynamic commissioning, program health checks, partner diversification, and full-funnel campaign deployment has resulted in:
+289% increase in partner portfolio
(from 73 partners in their first year to 284 across 12 partner types).
30% savings in partner commissions based on dynamic commissioning structures, and the ability to compensate attribution based on different customer types (e.g. new versus existing)
Maintaining a highly effective ROAS from their affiliate efforts by implementing dynamic commissioning initiatives and testing new technical efficiencies (e.g. suppressed code).
Interested?
See how the Partnerize Partner Management Platform can help you scale your partnership programs, diversify revenue streams, and ensure outstanding brand protection.
