"Working with TD has allowed us to move away from a one-size-fits-all affiliate model and build a far more commercially aligned program. The ability to apply product-level and margin-led commission strategies has given us greater control over profitability while still driving scale." - Maria Simicev, Online Trade Manager, Fraser Hart
Fraser Hart is a well-established watches and jewellery retailer with a heritage dating back to 1936. Known for its curated selection of luxury watches, diamonds and jewellery from leading international brands, alongside exclusive in-house collections, the brand operates in a category where balancing growth and profitability is critical.
Challenge: Balancing Growth and Profitability in Luxury Retail
As a premium watches and jewellery retailer, Fraser Hart needed an affiliate programme that could support growth without compromising profitability.
The existing affiliate model lacked the flexibility required to reflect differences in product categories, brand priorities and seasonal campaigns. Applying the same commission structure across the programme made it difficult to align affiliate investment with commercial objectives and margin requirements.
The objective was clear:
Drive sustainable sales growth
Increase order value
Protect profitability
Align affiliate rewards with product margins and business priorities
To achieve this, Fraser Hart needed a more sophisticated affiliate framework - one capable of moving beyond a one-size-fits-all approach and supporting smarter, commercially aligned decision-making.
Solution: A Smarter, Commercially Aligned Affiliate Model for Fraser Hart
To support both growth and profitability, Fraser Hart and Tradedoubler moved away from a one-size-fits-all affiliate model and implemented a more sophisticated, product-level framework designed to align affiliate investment with commercial priorities.
Product-Level Tracking and Campaign Management
The foundation of the new strategy was the introduction of product-level tracking across key categories and brands.
Campaigns could now be structured around:
Individual brand initiatives
Curated collections such as “Watch of the Month”
This provided greater visibility into performance and enabled more precise optimisation across the affiliate programme.
Margin-Led Commission Structures
Rather than applying a single commission rate across all products, Fraser Hart introduced variable CPA models aligned to:
Product margins
Stock priorities
Seasonal campaigns
Commercial objectives
This ensured affiliate rewards reflected the value of each product category and allowed the brand to adapt its strategy throughout the year without compromising profitability.
Optimising Bottom-Funnel Performance
Alongside the new commission framework, Fraser Hart worked closely with cashback and reward-based publishers to maximise bottom-funnel performance.
Regular optimisation reviews helped identify opportunities to improve conversion efficiency, drive incremental sales, and attract high-intent customers - ensuring the affiliate channel continued to deliver profitable growth at scale.
Results: Higher Order Values, Stronger Sales and Improved Profitability
The new affiliate framework delivered measurable impact across both growth and efficiency metrics:
+18% YoY sales growth
+31% YoY increase in order value
–20% CPA, improving overall profitability
Beyond the numbers, Fraser Hart gained significantly greater control over how affiliate investment was allocated across products, brands and promotional activities.
By moving away from a one-size-fits-all commission model and aligning rewards with product margins and commercial priorities, the brand was able to increase sales and order values while improving profitability. The result was a more scalable, commercially aligned affiliate programme capable of supporting long-term growth.
Looking to build a more commercially aligned affiliate programme?
Let's explore how smarter commission structures and performance partnerships can support your next phase of growth.
PS: Discover more examples of how brands are using affiliate and partner marketing to drive measurable results in our Success Stories section.