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Maximizing brand growth through publisher diversity

With over 15 years of experience in the rug business, Boutique Rugs is a direct-to-consumer ecommerce store that offers area rugs and runners in a variety of sizes, designs and colors to customers with diverse taste. Boutique Rugs aims to be the number one source for exquisitely designed,
high-quality handwoven and machine-woven area rugs at the lowest price. With an existing affiliate program in the ShareASale network since 2018, they started a partnership with performance marketing agency Oak Digital in January 2020.

Brand Goals:
Using the agency’s vast experience in performance marketing and ShareASale’s diverse set of tools, Boutique Rugs and Oak Digital set out to achieve two goals:

  • Diversify affiliate partnerships
  • Drive upper funnel discovery traffic

The Strategy:
Starting the year with only a small mix of influencers and traditional coupon affiliates, Boutique Rugs expanded their partnership base, which helped them see how each played a role in a consumer’s path to purchase. With this added knowledge, Boutique Rugs was able to understand the value of mass media publishers. These partners have the necessary audience and reach to introduce new products and brands to an untapped consumer base. Grouping affiliates within their program provided a structure for targeted communications and commission rates which aided in keeping partners engaged and motivated to promote the brand.

The Results:
Thanks to the tools, technology and quality of partners available on ShareASale, the Boutique Rugs affiliate program saw the following results:

  • $4m revenue growth from affiliate-driven sales
  • 46% revenue came from new affiliate partnerships
  • 10% of traffic came from upper funnel mass media affiliates

For their work together, Oak Digital and Boutique Rugs recently won ‘Best Performance Marketing Campaign – USA’ at the International Performance Marketing Awards. A huge congratulations to both partners for their success!

If you are an affiliate and interested in partnering with Boutique Rugs? Join their affiliate program here.

To learn more about their strategy and to optimize your own affiliate program, reach out to our Merchant Development Team.

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