How Menkind increased sales by 18% while reducing partner marketing costs
By restructuring their partner marketing program around quality, stronger partner relationships, and closer collaboration, Menkind increased their sales while reducing costs.
From quantity to quality
Menkind is a UK retailer specialising in gifts and gadgets, with partner marketing playing an important role in both seasonal and year-round sales. After moving to Adtraction, they wanted to build a more profitable and sustainable program by focusing on high-quality partners, strengthening existing relationships, and reducing low-value activity.
Challenge: maximising value from the partner marketing channel
With the festive period being the most important time of year for gifting, Menkind needed a partner marketing program that could maximise performance without wasting budget on low-quality or non-incremental sales.
Their previous setup had not provided the level of support or quality control they needed. Menkind wanted to reduce inefficient partner activity, improve profitability, and build stronger relationships with the partners delivering genuine value.
What Adtraction did
Partner analysis and quality focus
The program was restructured around quality rather than volume. Underperforming and low-value partners were identified and removed, while investment was focused on strategic partners with a stronger ability to drive incremental sales.
Proactive account management
A dedicated account manager provided close support through regular calls and direct communication with Menkind's in-house team. Ongoing performance analysis helped identify opportunities, address issues quickly, and ensure investment decisions were based on performance.
Stronger partner relationships
Menkind and Adtraction prioritised closer relationships with strategic partners through in-person events, dinners, industry gatherings, and regular strategy sessions. These interactions helped build trust, strengthen collaboration, and create new opportunities with high-performing partners.
Results: stronger performance at lower cost
To measure the impact of the partnership, we compared Q3 2025, when Menkind was working with Adtraction, with Q3 2024, when they were not. The shift towards quality and stronger partner relationships delivered measurable improvements.
Comparing Q3 2025 with Q3 2024, sales increased by 18.04% while partner marketing costs decreased by 12.52%.
CPA also fell by 14.4%, while ROAS increased by 34.94%, demonstrating a significant improvement in the efficiency and profitability of the channel.
Regular strategy sessions and closer collaboration with key partners helped Menkind align on goals, promotions, and expectations, while creating stronger commercial relationships.
The focus on fewer, stronger partners has helped Menkind build a more sustainable partner marketing program, with performance driven by genuine value rather than volume.
Rushini Pelpola, Digital Marketing Specialist at Menkind, comments:
"We found the transition to Adtraction easy and well managed. We enjoy working closely with our account manager and the wider team. We feel looked after and valued as a client. We are very pleased with the performance and the relationships with partners overall."
Want to improve the performance of your partner marketing program? A quality-focused partner marketing strategy can help reduce wasted spend, strengthen partner relationships, and drive more profitable growth.
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