{"id":18643,"date":"2025-10-02T07:10:11","date_gmt":"2025-10-02T05:10:11","guid":{"rendered":"https:\/\/www.effinity.fr\/blog\/brand-to-brand-in-affiliation-a-marketing-lever-in-full-structuring\/"},"modified":"2025-10-02T07:17:28","modified_gmt":"2025-10-02T05:17:28","slug":"brand-to-brand-in-affiliation-a-marketing-lever-in-full-structuring","status":"publish","type":"post","link":"https:\/\/www.effinity.fr\/en\/blog\/brand-to-brand-in-affiliation-a-marketing-lever-in-full-structuring\/","title":{"rendered":"Brand-to-brand in affiliation: a marketing lever in full structuring"},"content":{"rendered":"<p>Brand-to-brand has become <a href=\"https:\/\/www.effinity.fr\/expertise\/affiliation\/\">a strategic affiliation lever for advertisers<\/a> and supporting brands. This model involves setting up cross-brand partnerships to generate relevant, measurable and value-creating interactions.<x id=\"gid_1\"><\/x>Unlike traditional affinity or co-branding schemes, brand-to-brand relies on the activation of proprietary assets (in-house media space, databases, customer journeys, physical media) made available by a supporting brand to relay the offers of an advertiser brand.<x id=\"gid_2\"><\/x>This approach transforms every point of contact into an acquisition and monetization opportunity. At a time when acquisition costs are soaring and dependence on large platforms (Google, Meta, TikTok) is becoming a risk, brand-to-brand offers a more sustainable, profitable and controlled alternative.  <\/p>\n<h2>Multiple targeted activations<\/h2>\n<p>Brand-to-brand campaigns take the form of a wide variety of activations on proprietary channels, often under-exploited by brands:<\/p>\n<ul>\n<li>CRM databases and newsletters: highlighting partners in e-mailing communications to already-qualified audiences.<\/li>\n<li>Transaction paths: integration of offers on the shopping cart page, the order confirmation page or in post-purchase e-mail receipts.<\/li>\n<li>Physical supports: parcel inserts, packaging enriched with partner offers, discount cards.<\/li>\n<li>Strategic digital spaces: home pages, category pages, premium zones on e-commerce sites or online customer areas.<\/li>\n<\/ul>\n<p>By drawing on qualified audiences already committed to the supporting brand, these activations guarantee a high level of relevance and boost campaign performance.<\/p>\n<h2>Benefits shared by all parties<\/h2>\n<h3>For the advertiser<\/h3>\n<ul>\n<li>Access to new points of contact with captive, qualified audiences.<\/li>\n<li>Increased brand awareness in a trusted environment.<\/li>\n<li>Opportunity to reach prospects who are in the process of buying or close to doing so, thus increasing the conversion rate.<\/li>\n<\/ul>\n<h3>For the support brand<\/h3>\n<ul>\n<li>Monetize its proprietary spaces.<\/li>\n<li>Enhance customer relations with useful, complementary offers.<\/li>\n<li>Generate additional recurring revenues, often with a higher ROI than traditional channels.<\/li>\n<\/ul>\n<h3>For the consumer<\/h3>\n<ul>\n<li>Discover relevant, contextualized offers.<\/li>\n<li>An enriched, non-intrusive experience that adds value.<\/li>\n<li>Access to exclusive benefits at the most opportune moment in your career.<\/li>\n<\/ul>\n<h2>Brand-to-brand growth drivers<\/h2>\n<p>The rapid development of brand-to-brand affiliation is explained by two main dynamics:<\/p>\n<h3>Professionalizing technological solutions<\/h3>\n<p>Specialized solutions (Sovendus, Rokt, Rakuten Advertising, Getinside, etc.) now make it easier to connect brands. They provide reliable tracking, detailed reporting and optimized product flow management. <\/p>\n<h3>The search for alternative acquisition channels<\/h3>\n<p>At a time when traditional media costs (SEA, social ads, programmatic display) are skyrocketing, advertisers are looking to diversify their marketing mix. Brand-to-brand meets this need by offering a sustainable, measurable and high-performance lever. <\/p>\n<p>In this way, brand-to-brand is no longer limited to one-off operations, but tends to be integrated as a strategic lever, in the same way as affiliation&#8217;s historical partners: cashback, content sites, promo codes or comparators.<\/p>\n<h3>Post-purchase: a key moment to exploit<\/h3>\n<p>The post-purchase phase is a particularly suitable territory for activating brand-to-brand campaigns.<\/p>\n<ul>\n<li>The order confirmation page, long perceived as purely transactional, is becoming a strategic media space. Users are attentive, satisfied with their purchase and receptive to offers. <\/li>\n<li>Order confirmation or follow-up e-mails are also premium media for partner offers.<\/li>\n<\/ul>\n<h4>Concrete examples<\/h4>\n<ul>\n<li><a href=\"https:\/\/www.effinity.fr\/blog\/le-checkout-marketing-favorise-lacquisition-et-la-fidelisation\/\">Sovendus and its Voucher Network<\/a>: after a purchase, the customer receives a discount offer from a partner. The supporting brand monetizes its confirmation page, the advertising brand gains visibility, and the consumer benefits from an immediate advantage. <\/li>\n<li>Rokt: using algorithmic personalization technology, Rokt inserts internal (upsell) or external (partner) offers into the user experience in real time. The result: significant additional revenues and an enriched shopping experience. <\/li>\n<\/ul>\n<h3>Marketplaces and product flow integration<\/h3>\n<p>Some support brands go even further, directly integrating advertisers&#8217; product feeds. Rakuten France, for example, lets merchants import their catalogs to make them visible to its transactional audience. <\/p>\n<ul>\n<li>Advantage for the advertiser: continuous, qualified exposure to millions of users.<\/li>\n<li>The benefits for the marketplace: an enriched catalog and improved customer experience thanks to greater choice.<\/li>\n<\/ul>\n<h3>Premium private sales areas<\/h3>\n<p>Private sales platforms (Showroompriv\u00e9, The Bradery, Veepee, etc.) offer highly strategic advertising space:<\/p>\n<ul>\n<li>Home page and category pages.<\/li>\n<li>Newsletters and push notifications.<\/li>\n<li>Dedicated areas for special events or flash sales.<\/li>\n<\/ul>\n<p>These premium activations generate additional sales with highly engaged audiences in a world of affinity and theme-based purchasing.<\/p>\n<h3>Parcel inserts: a highly memorable physical medium<\/h3>\n<p>The parcel, the last point of physical contact between a brand and its customer, becomes a media medium. With solutions like Getinside, advertisers can slip a partner offer directly into the parcel. <\/p>\n<ul>\n<li>Benefits for the advertiser: reach a customer in a post-purchase situation via a tangible medium that encourages recall.<\/li>\n<li>Benefits for the supporting brand: enrich the customer experience and enhance the value of the shipment with useful content.<\/li>\n<\/ul>\n<h3>Customer areas: sustainable digital leverage<\/h3>\n<p>Often under-exploited, customer spaces represent a major brand-to-brand opportunity.<br \/>\nSubscribed or registered users regularly consult their personal space (account, dashboard, loyalty program).<br \/>\nBrands can insert discreet, relevant partner offers without disrupting the user experience.<\/p>\n<p>Advantages :<\/p>\n<ul>\n<li>propose relevant offers in a familiar environment,<\/li>\n<li>target an engaged and receptive audience,<\/li>\n<li>and increase the perceived value of a subscription or service.<\/li>\n<\/ul>\n<h2>Brand-to-brand, a future pillar of performance marketing<\/h2>\n<p>Affiliate brand-to-brand illustrates the transformation of performance marketing:<\/p>\n<ul>\n<li>More integrated into the customer journey.<\/li>\n<li>More respectful of audiences thanks to contextualized offers.<\/li>\n<li>More diversified channels and contact points.<\/li>\n<\/ul>\n<p>By transforming every proprietary asset into a media opportunity, brands are opening up new avenues for growth.<br \/>\nAdvertisers find a new source of qualified acquisition, supporting brands monetize their space, and consumers benefit from useful, contextualized offers.<br \/>\nAs solutions become more professional and pressure on media budgets intensifies, affiliate brand-to-brand is set to become an essential lever, complementing traditional affiliate players.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brand-to-brand has become a strategic affiliation lever for advertisers and  [&#8230;]<\/p>\n","protected":false},"author":3,"featured_media":18637,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[81],"tags":[],"class_list":["post-18643","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-affiliate-advice"],"acf":[],"modified_by":null,"_links":{"self":[{"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/posts\/18643","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/comments?post=18643"}],"version-history":[{"count":0,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/posts\/18643\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/media\/18637"}],"wp:attachment":[{"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/media?parent=18643"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/categories?post=18643"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/tags?post=18643"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}