Cookology

How Did We Do It?

We implemented a comprehensive technical restructuring of the affiliate programme with profitability and product-specific targeting at its core.

Closed Platform Optimisation

• We built upon successful product-specific promotions with Student Beans, targeting the student market
• We expanded relationships with relevant closed user groups, including Blue Light Card and Value Dynamix
• We developed exclusive discount structures for target audiences through loyalty platforms, and we eliminated blanket discount codes in favour of targeted offers to specific consumer segments

Product-Led Commission Structure Development

• The team undertook a full technical overhaul of the commission structure within the AWIN network, and created a product category-based commission system that mirrored Cookology’s website structure
• We broke down the technical implementation into manageable phases, working closely with all stakeholders
• Finally, we established variable commission rates that could be adjusted by product category, rather than across an entire range

Strategic Cashback Partnership Enhancement

• Once everything was in place, we leveraged the new commission structure to directly influence customer purchasing decisions
• We then created category-specific cashback rate increases, with rates as high as 7% for priority product lines
• We also maintained lower commission rates on categories that were less of a priority to balance overall programme costs, creating a flexible framework that enables Cookology to strategically promote specific products when needed