How migration fueled Treatwell's growth and customer acquisition

The Results


YoY growth across all markets since migration


increase in sales by 2nd month of launch in the UK


of bookings from new customers


increase in ROI since launch

About the Brand

Treatwell is the #1 booking platform in Europe for arranging hair and beauty appointments. With 55,000+ salon partners in 13 countries, it’s digitally revolutionising the hair and beauty community. Rakuten Advertising, the driving force behind Treatwell’s mission, has helped the brand to leverage the power of affiliate marketing to help the brand scale effectively across Europe.

The Story

Treatwell identified there were huge growth opportunities within its affiliate programme. However, it was operating on a self-service platform with a rigid commission structure that no longer matched its business and growth plans. Seeking greater flexibility, control over commissioning and regional support across Europe, the brand migrated to Rakuten Advertising with ambitious objectives:

  • Drive at least 75% growth across all markets
  • Ensure at least 20% of bookings were from new customers
  • Maintain a high AOV

The Rakuten Advertising Solution

Strategic launch package

To jump-start the launch and drive performance at speed, Treatwell opted for our Strategic Launch Package (SLP) for the UK market. SLP is our award-winning technology and service solution that accelerates strategic development, recruitment, and implementation. This strategy was then replicated across key European markets such as Germany, the Netherlands, and France.

Localised support

We provided Treatwell with localised support and tailored recommendations to enhance publisher performance in each region. Through bespoke communications, strong partnerships were rebuilt with key Publishers to optimise performance. Treatwell only makes commission on new customers, so an emphasis was placed on reaching beauty-obsessed customers at the right time in the consideration journey.

Dynamic commissioning

A higher CPA was given for both new customer acquisitions and bookings made through its app. Increased exposure was driven with key publishers by combining the increased new customer commission rate with a voucher incentive that only applied to new bookings. Our innovative coupon commissioning tool was utilised to prevent coupon leakage.

We were thrilled with the great support provided through the Strategic Launch Package, and the impressive results it has delivered. Having a dedicated Account Manager throughout the migration was pivotal to the success and growth of the programme. Thanks to the expertise and ongoing dedication of the Rakuten Advertising team, we are continuing to see impressive YoY growth and have ambitious goals for the future of the programme.
Jasmine Brooks
Growth Marketing Executive at Treatwell

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