J.Crew Pulled Its Affiliate Marketing Program, But It Could BackfireChocolateSOS
J.Crew’s bankruptcy filing hasn’t emptied malls of its chino bars yet. But it has emptied IG Stories of swipe-up links.
Last week, J.Crew quietly joined the list of retailers that’ve suspended or amended their affiliate marketing programs due to COVID-19 budget pinches. Influencers can recommend J.Crew cardis all they want, but they won’t receive a cut of sales for items they link to.
Who’s influencing whom?
At a time when budgets are Spanx tight, retailers need to cut costs wherever they can. But slashing influencer marketing programs could hurt brands long-term.
The reason: Influencer product plugs drive trackable sales—a handy resource for brands as e-comm continues to grow under lockdown.
Case study: Carly Heitlinger, a self-identified “prepster” and J.Crew partner, said she drove over $600,000 of revenue to J.Crew through her affiliate links in 2019. Store associates may not be able to say the same.
This content was originally published here.