And speaking of customers, one of the best ways your Luxury Brand can gain an advantage by simply thinking about who their customers are, not who they envision them to be. According to Rakuten affiliate experts, the challenge comes from Luxury Brand advertisers thinking that their customers prioritize the presentation and exclusivity of the brand, which is why they’d prefer to learn about products from places like content sites versus coupon/loyalty programs. While it’s true that customers do appreciate the value and presentation of the brand, they’re not on coupon sites or loyalty sites for a discount or because they can’t afford the brand otherwise – just the opposite in fact. Most affluent shoppers are looking to buy Luxury Brands through these sites because they’re looking to earn value in places other than savings. This could be because of a rewards-type structure on loyalty sites, or free shipping on a coupon site. Knowing your customers are key, knowing where they shop and why is even better. the graphic on the right illustrates the mindset of affluent consumers: they shop for the best deal the can, even if that deal means finding their savings somewhere other than the pricetag.
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Next, it’s completely normal to have reservations about publishers that are in coupon/loyalty based programs, but just because they’re more widespread across their advertiser offerings doesn’t mean they won’t give special treatment to Luxury Brand advertisers. Rakuten affiliate experts noted that many publishers in these models recognize the importance of presentation and aesthetics for Luxury Brands and are more than happy to provide customized brand pages for their luxury partners. The best way to find out how to accomplish this is to work with your Rakuten account representative.
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