Revitalizing Hugo Boss’s Affiliate Marketing Program

HUGO BOSS aimed to increase year-over-year (YoY) channel revenue while maintaining strong channel efficiency. However, their existing strategy relied on sporadic one-off placements, hindering their ability to accomplish both goals. Recognizing this challenge, HUGO BOSS enlisted WITHIN’s Affiliate Team to develop a data-driven strategy for sustainable revenue growth without compromising efficiency.

WITHIN’s Affiliate Team used data-driven market analysis to enhance competitiveness. By comparing cost-per-acquisition (CPA) rates and cashback offers against competitors, the team adjusted their approach with Capital One, increasing CPA rates and optimizing cashback offers to match market rates. To maximize return on investment (ROI), WITHIN transitioned HUGO BOSS from monthly placements to cost-effective quarterly packages with Rakuten and Capital One for consistent allocation and optimization. This strategy shifted Rakuten media spending to high-performing Card-Linked Offers (CLOs) like Figg and Cardlytics, securing a higher budget and more comprehensive placements.

WITHIN’s strategic overhaul of the HUGO BOSS affiliate program led to a 98% YoY increase in commission payouts, emphasizing long-term channel health. The implementation of robust CLO Cardlytics campaigns also contributed, resulting in a 65% YoY increase in channel revenue, surpassing industry averages. Focused efforts on in-store redemptions and continuous testing and optimization of campaigns further boosted growth. Although the network’s efficiency softened, the overall channel’s gross revenue and efficiency saw significant improvement, primarily driven by the revenue contributions from the CLO campaigns.