PI Live Europe 2024 saw marketing leaders from Charlotte Tilbury and Harvey Nichols take the stage to discuss the evolving landscape of affiliate marketing and partnerships. Moderated by Partnerize’s Emily Bedford, and hailed ‘one of the standout sessions of the show,’ the conversation revolved around three key areas: new partner types, diversifying partner portfolios, and the role of collaboration across internal teams like PR and social to maximize opportunities and success.
Changing Consumer Behavior: Discounts and Diversification
One of the primary shifts in the affiliate space over the past year has been a growing shift away from discount-led promotions. This not only reduces the risk of over-reliance on certain partner types but ensures that partners and benefits are a great fit for your brand and its audience. Harvey Nichols’ affiliate and partnerships manager, Sofia Charalambous remarked: “Consumers have been almost trained to expect to shop only when there is a promotion, which can make it difficult to trade on price alone.” This constant discounting has become a challenge, especially in the luxury sector, where sales events were previously limited to select periods like Black Friday and winter sales.
Julia Deutsch from Charlotte Tilbury echoed this sentiment, emphasizing how consumer behavior has driven changes in partner payment models. “Now you have to rely on CPC payment models,” she said, explaining that traditional flat-fee models for upper-funnel partners are becoming less effective as publishers and consumers demand more dynamic engagement.
The Rise of New Affiliate Partner Types
In addition to the challenges presented by discounts, both panelists spoke about the diversification of affiliate partners. Sofia noted, “Our roles have diversified to managing influencers, card linking partners, and upper funnel partners,” which allows for a more holistic approach to the purchasing funnel. This diversification has expanded their capabilities, allowing brands to use multiple partner types to create successful campaigns with coverage at all buyer touchpoints.
Julia highlighted Charlotte Tilbury’s upper-funnel strategy, noting that “year-on-year, we’ve seen a hefty increase in revenue performance by working closely with our upper-funnel partners.” The key to success, she said, is building relationships and constantly sharing information with partners about the brand’s marketing calendar and values, creating a true partnership approach.
Collaborating for Multichannel Success
Another major theme of the discussion was the importance of collaboration across internal teams. “We work much more in unison with our PR, social, and digital teams,” Julia shared, pointing out how key it is for affiliate teams to support wider business goals. For example, her team collaborates closely with paid search to align strategies and avoid duplication in keyword efforts.
Sofia added that “educating internal teams about the value of affiliates is critical.” She described how her team constantly seeks to embed themselves in different areas of the business, ensuring that affiliates are integrated into broader marketing efforts, whether through content, PR, or influencer strategies.
Measuring Success: It’s All in the Data
Both panelists agreed that measuring success requires more than traditional last-click metrics. As Sofia put it, “We are no longer just looking at last-click to measure success; we want to know how many new customers each partner has brought in, what’s the reach, the awareness, the traffic.” This expanded view helps ensure that upper-funnel partners are recognized for their contribution to overall brand growth.
Julia reinforced the importance of data-driven decisions, explaining that “the numbers speak for themselves, and the halo effect of affiliate partnerships can be seen when different departments work together.” She noted that Charlotte Tilbury frequently uses affiliate data to provide insights across PR and social teams, further proving the impact of these partnerships on brand awareness and conversions.
Building Strong Partnerships: A Mutual Approach
The panelists wrapped up with advice for brands looking to build best-in-class affiliate programs. Sofia emphasized the importance of getting the basics right: “Focus on the basics. Do you send out regular communications to your partners? Are you validating on time?” She added that automating processes like partner payments can make a significant difference in fostering loyalty and encouraging repeat business.
Julia added that successful affiliate programs are all about mutual support: “We ask our partners, ‘How can Charlotte Tilbury help you accomplish your goals?’ Because we want this to be mutually beneficial.” Building strong relationships, she said, is the key to staying top of mind and ensuring partners advocate for the brand.
The affiliate marketing landscape is rapidly evolving, with a growing emphasis on new partner types, collaboration, and data-driven insights. Brands like Charlotte Tilbury and Harvey Nichols, powered by Partnerize, are leading the way by diversifying their portfolios and embedding affiliate strategies across internal teams and the wider marketing mix to drive long-term success. For more information on how Partnerize can support your affiliate marketing goals, contact us here.
