CASE STUDY – PARTNER PERFORMANCE MARKETING
FOR FASHION E-COMMERCE SITE THE ICONIC, IN-HOUSE PARTNER MARKETING IS A PERFECT FIT
THE ICONIC is Australia’s leading online destination for fashion and sportswear, selling products from over
700 Australian and international brands. Managing their affiliate channel in-house on a sophisticated
platform that provides real-time performance insights is an important part of driving revenue and growth.
THE ICONIC manages a large portion of their affiliate channel in-house and has direct relationships with their
key digital marketing partners, but sought a way to work with all their partners on a platform that wasn’t
charging a network fee for their services. They were also looking for a technology partner that could provide a
more sophisticated and technically advanced platform that provided in-depth performance data.
AN INITIAL CHALLENGE WAS
which hindered long-term affiliate channel
TRANSITIONING TO A FULL IN-HOUSE
growth prospects
SOLUTION WHILE SEAMLESSLY ONBOARDING EXISTING MARKETING PARTNERS
On-boarding any new enterprise software can
present challenges, and in the affiliate channel
with thousands of partners to also transition,
seamless execution is critical to avoid wasting
money both in lost sales and inefficient use of
internal resources.
● The need to view all partner performance
data on a single dashboard in real time
and evaluate campaign performance
based on weekly or seasonal trends
● The need to track individual partner
performance in detail on any channel right
down to SKU level and adjust commission
levels based on that data
● The need to increase transparency with
the ability to view the exact same data in
As THE ICONIC looked at different solutions that
real time alongside their partners and
would allow them to migrate their affiliate channel
share insights to improve performance
to a more sophisticated platform, the need for indepth real-time insights became an integral part of
“We set a strategy of improving the sophistication
their strategy.
of our Affiliate Marketing program and working
The main challenges THE ICONIC faced were:
based partners, whilst moving away from discount
● A program spread across platforms, the
burden of paying multiple network fees,
and lack of in-depth performance data
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closer with high value fashion content and loyalty
lead activities. Performance Horizon has been an
important part of the evolution of our Affiliate
Marketing program, helping to facilitate strong
relationships with these key partners. As a direct
result of our work together, we've seen a
any concerns or questions to ensure the best
significant uplift in revenue of over 20% since
experience for all parties.
implementation.”
Adam Jacobs, Managing Director and CoFounder of THE ICONIC
A STRATEGIC PLAN WAS EXECUTED TO
ENSURE A SMOOTH MIGRATION OVER TO A
Partnering with Performance Horizon has given
THE ICONIC the sophisticated and flexible solution
it was seeking to best optimize its affiliate program
and drive its own margins and growth along with
its partners.
PLATFORM THAT FUTURE PROOFED THE
ICONIC’S AFFILIATE PROGRAM
Working closely with THE ICONIC, Performance
Horizon took steps to ensure that there were no
major issues with the migration both for THE
ICONIC and its partners:
1. Performance Horizon provided a clear timeline
upfront of each step of the process that needed to
happen at any single point in time.
2. While there were several steps required for the
migration, Performance Horizon provided
assistance through each step and was available for
questions and advice along the way - both from a
technical and best practice point of view.
3. Performance Horizon provided advice about
how THE ICONIC should communicate the changes
early on to give each partner enough time to
prepare for the migration to the new platform.
Performance Horizon also assisted the partners on
For more information, please visit www.theiconic.com.au
Date Published: Winter 2016
PERFORMANCEHORIZON.COM | [email protected]
● Provided a platform that the affiliate
manager can see all partner performance
in real time to evaluate campaign
performance, weekly and seasonal trends,
and see what their partner’s customers are
actually buying
● Transformed insights to real time, enabling
for better campaign optimization and
overview of individual partner
performance across all channels
● Improved interaction with partners by
providing transparency. Partners are able
to look at exactly the same numbers as
THE ICONIC, leading to discussions on how
to work better together and where they
can improve for mutual benefit
● Receives ongoing support without
additional fees. THE ICONIC is in contact
with the Performance Horizon team
regularly and gets support on anything
from to adding a voucher in the system,
adjusting commission levels or asking
questions about reports