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If your business generates over $1m online, one of our experts will discuss your revenue goals and suggest partnership strategies to improve your sales. (Others charge up to $500 for this.)
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Designing Growth: How Castlery Built a 12% Higher AOV Through Strategic Partnerships
As a partner of Impact.com, we’re sharing this success story of how a digital-rst furniture brand transformed its partnership strategy.
About the Brand
Founded in Singapore in 2013, Castlery isn't just another furniture retailer – they're design democratizers. Imagine a brand that turns the concept of luxury living from exclusive to accessible, bringing sophisticated design to over 100 metropolitan areas across the United States, Australia, and Singapore. Through a masterfully controlled global supply chain and data-driven strategies, Castlery crafts everything from elegant living room sets to customizable sofas and outdoor furniture, making high-end design attainable without the traditional luxury markup.
The Problem
Despite their digital-rst approach and strong presence across social media, paid advertising, and referral channels, Castlery's partnership program was like a beautifully designed room missing its centerpiece. Their expansion from Australia to the United States highlighted the need for a more sophisticated approach to partner management.
Why It Occurred
Several fundamental challenges held back their program's potential:
- Partner discovery relied on old-school networking at industry events
- Manual outreach processes consumed valuable time and resources
- Limited reporting capabilities left them designing in the dark
- Lack of automated violation monitoring meant unauthorized brand bidding could go undetected for months
- Their partnership strategy needed the same level of sophistication as their furniture design
The Solution
Through Impact.com's platform, Castlery implemented an elegantly designed partnership strategy:
Strategic Partner Curation
- Utilized Marketplace to discover partners based on audience fit and brand affinity
- Built a diverse partner portfolio including:
- Social commerce partners (300+ influencers in 6 months)
- Premium content partners (Architectural Digest, Apartment Therapy)
- Promotion-driven partners (RetailMeNot, CouponFollow)
Data-Driven Optimization
- Implemented customized reporting through Data Lab
- Tracked partner-specific performance metrics
- Analyzed sub-network performance for strategic optimization
Enhanced Partner Engagement
- Utilized built-in partner communication tools
- Leveraged dedicated Account Manager support
- Created real-time strategy adjustments based on partner feedback
Automated Brand Protection
- Implemented paid search monitoring
- Protected against ad hijacking
- Controlled CPC costs for internal SEM efforts
The Results
The Impact platform has made our operation so much easier. From partner onboarding to oer setup and performance tracking, reporting, and payouts, the platform has saved us from drowning in excessive admin work. It has allowed the team to spend more time on more important things while having full control of how we're doing.
Key Metrics:
- 12% increase in average order value
- 5X growth in quarterly US orders
- Recruited 300+ global partners
- 49% trac increase in US program
- 85% of new customer orders driven by promotion partners
- 2X trac growth during peak sales months
