Partnerize Blog

Research: The State And Future Of Retail Partnerships Survey (Part 2 of 2)

Posted by Miriam Tremelling on Apr 5, 2019 2:18:00 PM
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In a recent blog post, we unveiled our global study about retail partnerships, which was aimed at understanding the degree to which partnership is an important and growing segment of performance marketing for retailers, and what portion of sales and investment from business leaders it is driving. That post shared the methodology, sample details, and high-level results of the study. In this post, we will dig deeper into data on retail partnership strategy, looking at the key priorities for retailers when it comes to partnerships and the types of partner relationships that are driving business goals. 


Partnerships Are Driving More Sales than Last Year

More than half of respondents say partnerships are driving more sales this year than last year. Just 1% say partnership sales have declined for their businesses.

Driving Sales and Revenue


Stronger Partner Relationships is a Priority

The top retail brand leader priorities include finding more partners (29%) and strengthening relationships with existing partners (24%,) two key growth strategies for the channel.

Key Priorities for Retailers


Retailers See Incremental Potential of Partnerships

Partnerships are viewed as a key potential growth channel for retailers. A massive 71% of respondents see additional sales potential in the channel, and 26% see massive incremental potential.

The Potential for Partnerships


Partnering Smartly is the Key

Many leading retail brands are prioritizing large partners versus forging agreements with thousands of potential partners. The most common number of partners for a retailer is 50-99 (34%). 62% of retail brands report having less than 100 total partners. Just 2% of retailers surveyed partner with more than 1,000 businesses.

Priority Partners


Emerging Partner Classes are Driving Value for Retailers

Many retail brands report significant revenue coming from “emerging” partnership channels like influencers (17%), and brand-to-brand partnerships (13%). While “traditional” affiliate-style partners drive more sales than other channels (42% for traditional partners like loyalty communities and 11% long-tail publishers),

Partner Classes


To download a free copy of our partner and affiliate marketing research in PDF, click here. 

Contact us for information on the survey and our services.

Topics: Retail, affiliate, research, ecommerce

About Partnerize

Partnerize helps the world's leading brands build powerful business partnerships that drive extraordinary business growth. The Partnerize Partner Management Platform (PMP) is an end-to-end, SaaS-based solution for forming, managing, analyzing, and predicting the future results of partner marketing programs using artificial intelligence. Hundreds of the world’s largest brands leverage our real-time technology to Partnerize their businesses. In fact, the Partnerize PMP drives and manages more than $6B in partner programs and financial exchanges across 214 countries and territories worldwide. 

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