The power of brand partnerships throughout the customer journey

In today's dynamic and competitive business landscape, brand partnerships have emerged as a crucial element of successful marketing strategies.

Whether your focus is on brand awareness, customer acquisition, or fostering lifetime value, integrating brand partnerships at the core of your marketing efforts can yield significant benefits. At Awin, we witness the impact of thousands of brand partnership collaborations each year, demonstrating their effectiveness in helping advertisers acquire and retain customers.

Pre-purchase: a strategic approach to acquisition

In the ever-evolving digital landscape, finding cost-effective acquisition strategies is paramount. Rising digital ad costs and economic uncertainties necessitate innovative approaches, and brand partnerships offer a compelling solution at the pre-purchase stage of a consumer's journey.

Collaborating with another brand and leveraging their first party customer base, advertisers can effectively reach highly engaged and niche customer audiences. This approach offers several advantages, such as targeting look-a-like audiences, reducing reliance on third-party cookie data, and building awareness and complimentary associations. By tapping into the power of brand partnerships, retailers can optimize their marketing efforts and enhance their chances of acquisition in this competitive marketplace.

Purchase: driving conversion with strategic partnerships

During the purchase stage of the customer’s journey, advertisers can significantly influence purchase intent and conversion rates through brand partnerships. One way to enhance basket completion is by implementing a ‘gift with purchase’ at check-out. Rewarding customers with a free, value-added reward, enhances the likelihood of basket completion by 5-10%.

The benefits of offering a value-added reward at checkout is three-fold:

• Generates inbound revenue through commission-based payments for successful referrals.
• Improves conversion rates by offering customers a free, value-added reward at the checkout.
• Enhances the shopping experience, increases satisfaction and fosters the potential for future repeat purchases.

Advertisers should also consider that providing a gift with purchase might set their own shopping experience apart from their competitors. It also widens the scope of their brand partnership potential, enabling reciprocated promotions that they can leverage for their own acquisition gain.

Post-purchase: Fostering loyalty with strategic alliances

Building customer loyalty and maximizing lifetime value present ongoing challenges for advertisers. Brand partnerships can play a pivotal role in deepening connections with customers post-purchase. One approach involves the implementation of a customer reward program, wherein customers are offered enticing incentives and rewards for their continued patronage. This not only encourages repeat purchases but also fosters a sense of loyalty towards the brand.

Brands can also leverage their email marketing channels to further strengthen their connection with subscribing customers. At Awin, we’ve worked closely with Glossybox who recently promoted an exclusive offer from Pooch & Mutt through a dedicated solus email to their subscriber base. By selecting brand partners that align with your own brand values, advertisers can further enhance their customers engagement.

A partner marketing tactic that has often been deployed by retailers is packaging inserts. In a campaign with Awin, vegan food box retailer, Grubby, utilized an insert campaign to provide customers with an exclusive offer from Myvegan. By judiciously employing these strategies, brands can not only bolster customer loyalty but also create a more immersive and personalized post-purchase experience for their customers.

Brand partnerships throughout your marketing strategy

Brand partnerships have become an increasingly integral part of an advertisers marketing strategy, offering the opportunity to add depth and maximize KPIs at all stages of the conversion funnel. Brand partnerships shouldn’t be limited to a specific market channel, nor should they be run in isolation.

By strategically utilizing collaborations at each step of the customer journey, advertisers can enhance their brand's reach, credibility, and customer experience. In today's highly competitive marketplace, embracing brand partnerships is not just advantageous—it's a key factor in achieving marketing objectives and driving overall success. By strategically deploying collaborations, advertisers can navigate the complexities of the modern marketing landscape and position their brands for sustained growth.

Visit Awin to find out more.

By Nicole Bradbury, brand partnerships consultant, Awin