The programme improved ROI from 8.4x to
Average daily revenue grew by
A global leader in performance and lifestyle footwear with a well-established affiliate programme operating across various European markets. CSS had long been part of the affiliate mix, running consistently across markets and contributing steady revenue through an established network of commercial partners.
As the programme matured, a period of budget review created the opportunity for a more detailed look at the CSS channel. What that audit uncovered shaped an entirely new strategic direction.
A period of budget constraints prompted a structured review of CSS investment across markets. Rather than simply cutting spend, the team used this moment to conduct a thorough audit of how the channel was set up, how partners were performing, and where the programme could be evolved.
What the audit revealed was not a failing programme. It was a capable one that had been running largely on autopilot, with a set of commercial agreements and partner configurations that had not been comprehensively revisited:
The commercial opportunity the audit exposed was significant. If CSS could be elevated from a well-run but passive channel into a strategically managed growth lever, with cleaner commercial structures, focused partner relationships, and deeper integration with the wider brand strategy, the efficiency and revenue gains could be transformative.
Working in close alignment with the brand’s strategic priorities, four core KPIs were agreed:
The audit findings pointed clearly in one direction: the opportunity was not to spend more or add more partners. It was to be far more deliberate about how the channel was structured and managed.
Working in close collaboration with the brand, the team developed a strategy built on three clear principles:
Concentrate volume with fewer, better partners. Rather than spreading spend across a broad network, consolidating with a smaller number of high-performing, strategically aligned partners would improve attribution, strengthen relationships, and enable more effective optimisation.
Create a consistent, fair commercial framework. Rather than continuing to honour a range of legacy rates, introducing a single standardised baseline would create a level playing field for all partners, improve cost efficiency, and build in flexibility for performance-based investment during key periods.
Move CSS from always-on to always impactful. Ensuring partners were embedded into campaign planning, product launches, and brand moments, rather than just running in the background, was fundamental to elevating CSS into an active strategic channel.
To implement this without disruption to ongoing partner relationships or data integrity, a controlled pause of approximately five weeks was taken. This created the clean starting point needed to relaunch the channel properly, with the right partners, the right commercial structure, and full alignment with the brand’s strategic direction.
Partner Consolidation
A Fair, Consistent Commercial Framework
Market-Level Partner Strategies
Strategic Partner Integration
The programme relaunched in October 2025. The results were immediate and have continued to strengthen across the post-relaunch period (18 Oct 2025 – 31 Mar 2026).
Beyond the headline numbers, the structural and strategic changes delivered a step-change in how the channel operates and what it contributes:
Across key markets, Jan to Mar 2026 data shows continued acceleration: Partner 1 grew 26% in Germany, 48% in Sweden and 37% in Denmark. In the Netherlands, both active partners grew simultaneously (Partner B +13%, Partner C +22%), demonstrating that consolidation into the right partners drives growth, not just efficiency.
What this demonstrates for CSS programme management
1. A budget review can be the catalyst for a step-change in strategy
What began as a period of budget constraint became the trigger for a structured CSS audit, and that audit unlocked an opportunity that routine programme management had not surfaced. Pressure creates the conditions for the most valuable strategic conversations.
2. Quality of partnership consistently outperforms breadth of coverage
Moving from up to 7 partners per region to 2, a ~70% reduction in partner volume, delivered +39% ROI improvement and +4.6% daily revenue growth. Fewer, better-managed partner relationships delivered more than a broad network at a fraction of the complexity.
3. A fair commercial baseline beats a patchwork of legacy rates
Replacing a range of CPA rates (5 to 15%) with a consistent 8% baseline was not about reducing partner investment. It created a level playing field, improved cost efficiency, and unlocked room for strategic uplifts during campaigns and key trading periods, benefiting partners and the brand equally.
4. CSS belongs in the campaign calendar, not just the always-on mix
Integrating CSS partners into product launches, campaign moments, and key trading periods, rather than running them in the background, was a fundamental part of what elevated this from a well-run channel into a strategic revenue driver. Closer partner collaboration made this possible in a way the previous setup could not support.
5. Stronger partnerships drive stronger programmes
With volume concentrated in fewer relationships, the team was able to build genuinely collaborative partnerships, with better alignment, clearer accountability, and the ability to respond faster to performance signals. The relationship quality that consolidation enabled was as important to the outcome as the structural changes themselves.
If you want to see what a focused, commercially-led CSS strategy can do for your programme, let's talk.
