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Herring Shoes: Affiliates

Herring Shoes specialises in high-quality, classic footwear. As both a retailer and distributor, they offer a curated selection of luxury British-made shoes. They sought out Modo25 to improve their affiliates programme and strengthen relationships with their established affiliates to drive more valuable and sustainable growth.

A strategic affiliate overhaul

Our affiliate marketing specialists at Modo25 led a strategic transformation of Herring Shoes’ affiliate programme, focusing on improving quality and long-term performance. Our team shifted the programme away from lower-funnel tactics, prioritising high-intent traffic sources and building stronger, value-driven partnerships to support sustainable growth.    

Uplift in revenue:

0
%

from closed groups and content partners

"Sustainable growth"

“Working with Modo25 has set us on a path to long-term affiliate success in a highly competitive market. Their strategic approach helped us shift away from short-term tactics, enabling us to engage with affiliates who truly add value and drive meaningful results, with a clear focus on higher revenue and sustainable growth.” Herring Shoes

What Modo25 did:

– Reduced voucher reliance by 28% year-on-year (YoY), helping shift the programme away from over-dependence on lower-funnel incentives, as part of a broader strategic push towards more sustainable affiliate activity.
– Increased revenue contribution from Comparison Shopping Services (CSS) by 111% YoY, by strategically identifying and leveraging partners who drive high-intent traffic via platforms such as Google Shopping.
– Onboarded established affiliates such as MVC and Genie Shopping, and worked closely with them through CPAi (Cost Per Acquisition Increase), using a targeted approach to prioritise partnerships that deliver genuine incremental value and long-term growth.

The result:

Herring Shoes saw a 60% year-on-year reduction in subnetwork reliance and saved £4.5k through the removal of two non-incremental partners. Voucher reliance dropped by 28% YoY, while revenue from Comparison Shopping Services (CSS) grew by 111%. Additionally, revenue contribution from closed groups and content partners increased by 70% YoY, reflecting a successful shift towards more valuable, upper-funnel activity.