August 28, 2008, 12:00 AM

Rewards and Relationships

(Page 3 of 3)

Pollard estimates that about 40% of Commission Junction’s merchants provide special offers and promotions to top affiliates, and she says such offers do more than move the needle on sales. Rewards such as higher commission rates and exclusive offers also serve to strengthen the relationship, she says. “Often affiliates feel like they are not considered part of the team even if they are driving significant revenues,” she says. “The recognition that the merchant sees them and realizes what a great job they’re doing helps.”

That type of recognition is essential to maintaining relationships with top affiliates, according to Pollard. “Merchants don’t treat all customers alike,” she says. “They shouldn’t treat all affiliates alike, either.”

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