Rack Room Shoes hoped to celebrate more than just its 100-year anniversary in 2022. The beloved American footwear retailer was intent on bolstering in-store sales without sacrificing its online store success.
Since 2020, the brand had optimized its online shopping experience to capitalize on the surge in web-based shopping, resulting in consistently healthy online sales. In the second half of 2022, the company prioritized augmenting this success by recapturing consumers who were slowly returning to in-store shopping. However, it quickly learned that its chief competitors had the same aspirations.
With more than 500 stores, Rack Room Shoes needed a strategy to entice shoppers into its brick-and-mortar locations to complement its online success. The brand came to Tinuiti in the second half of 2022 with three goals:
- Increase foot traffic and revenue by bridging the gap between online marketing and in-store purchases
- Reimagine its cross-channel strategies within Affiliate Marketing
- Fend off encroaching competition
Cross-Channel Affiliate Campaign, July—December 2022
How We Did It
To extend reach and engagement, Tinuiti leveraged a partnership with American Express – promoting cash back through Rakuten when purchasers used their Amex cards. By adding Amex as a card-linked vendor, monthly sales increased by 3.5 times. Amex purchases now represent about 34% of the Rakuten partners’ in-store sales volume.
Rack Room Shoes not only closed the year with sizable lifts in revenue, traffic, and new customers but also forged a better understanding of the vast reach that Affiliate marketing has to offer.