Rakuten Advertising & Global Savings Group
Converting a Diverse European Luxury Audience
The Results
Luxury goods continue to be a favourite purchase for European shoppers. Despite economic shifts, luxury brands are finding new customers and increasing sales thanks to affiliate marketing. Together, Global Saving Group and Rakuten Advertising have helped some of Europe’s largest luxury brands overcome market challenges and exceed performance expectations:
46%
order increase in Q4 of 2023
132%
YoY sales growth
263%
YoY order increase
About the Brand
Founded in 2012 and headquartered in Munich, Global Savings Group (GSG) is Europe’s largest shopping community, recommendation and rewards platform with an international footprint in over 20 markets. GSG provide shoppers with access to the best savings, cashback, deals, product inspiration, and reviews, offering them the opportunity to save money all while continuing to enjoy their usual shopping experience.
The Story
Luxury consumers are becoming increasingly diverse. The shift to sustainable shopping has further accelerated the rate at which people make their first purchase, with the average Gen Z shopper buying their first luxury item at 15. Additionally, online luxury shoppers are more price-sensitive than offline consumers, creating a need for brands to go beyond ethereal campaigns based solely on building awareness.
Although luxury brands can be hesitant to offer discounts, cashback offers a way to employ price discrimination while maintaining or even boosting brand image. A recent GSG survey of French consumers showed that 87% of respondents have a more positive perception of brands that offer cashback.
Through a partnership with GSG European cashback site iGraal, luxury advertisers sought the opportunity to increase sales despite a challenging economic climate.
