Card-linked offer (CLO) publishers have risen to the forefront of some of the largest affiliate programmes in the industry. By blending seamless user journeys with measurable results, CLO publishers leverage transactional data to connect brands with their customers in a targeted way, while also offering a rewarding experience for the consumer. The below will delve into the fundamentals of how CLO publishers work, operate, why advertisers should embrace and recruit them, and the top platforms driving their adoption.

What are CLOs?

Card-linked offers (CLO) allow consumers to earn rewards or discounts by linking their existing payment cards (credit or debit) through a CLO provider. These offers are activated automatically when a consumer makes a qualifying purchase at a participating retailer which, depending on the platform or advertisers’ preferences, can be either online or in-store, with their linked card. By eliminating the need for a discount code or coupon, CLO offers a streamlined, hassle-free experience for consumers.

How does CLO work?

1. Offer Integration: Advertisers partner with CLO platforms to create tailored offers which can include discount, cashback or rewards. Depending on the platform or advertiser, these rewards can be linked to a specific product or service.
2. Customer Enrollment: Consumers opt-in to these offers through the CLO platform, typically by registering and linking their payment card details. Once enrolled, the offers are automatically applied when the linked card is used at an advertisers online or physical store.
3. Transaction Tracking: When a consumer makes a purchase using the linked card, the CLO platform tracks the transaction, verifies eligibility, and applies the corresponding offer.
4. Reward Distribution: Post-purchase, consumers receive their rewards, which could be in the form of cashback credited to their account, points added to a loyalty program or other incentives depending on the platform or advertiser.

This seamless process ensures minimal friction, driving higher engagement and redemption rates compared to traditional affiliate methods.

Why should advertisers work with CLO?

CLO offers a range of advantages for advertisers looking to diversify their affiliate program away from traditional, lower funnel customer acquisition methods that typically make up the bulk of their affiliate programmes. CLO programs typically achieve 10-30% higher redemption rates compared to traditional vouchers. So why can iterating CLO into your affiliate marketing strategy be a game-changer?

Accurate tracking

CLO leverages payment card data, ensuring precise attribution of transactions to specific offers. This can eliminate tracking discrepancies that many traditional publishers can experience. Additionally, advertisers can gain access to real-time insights into purchase patterns, redemption rates, and overall campaign performance with ease, making it easier to make informed decisions.

Drives customer acquisition

CLO can offer advertisers the ability to entice potential customers to try their products or services by offering deals and rewards that aren’t available through traditional affiliate promotional types. The seamless integration with customers' existing payment cards lowers the barrier to entry, making it easier for consumers to engage with new brands without the need for additional steps like discount code entry or separate sign-ups to multiple different loyalty programs. Studies show that 80% of consumers are motivated to shop at businesses offering digital-related benefits.

Reduces customer churn

Retention is as crucial as acquisition in maintaining a robust customer base. CLOs foster loyalty by continuously rewarding customers for their purchases. Regular incentives encourage repeat business, making customers more likely to stay committed to a brand over competitors who may not offer similar benefits. Brands offering loyalty programmes, including CLOs, see an average increase in transaction frequency of 20-40%.

Data-driven optimisation

The wealth of data collected through CLOs allows advertisers to refine and optimise their marketing strategies. By analysing transaction data, businesses can identify trends, segment their audience more effectively, and tailor offers to meet specific consumer needs. This data-driven approach ensures that marketing efforts are both relevant and impactful.

Omnichannel and in-store incentive

CLOs are versatile, functioning seamlessly across multiple channels including online and brick-and-mortar stores. This omnichannel capability ensures that consumers receive consistent incentives regardless of where they choose to shop. Additionally, in-store offers can drive foot traffic, enhancing the in-person shopping experience and boosting sales.

Examples of CLO publishers and programs

Cardlytics

cardlytics.com

Cardlytics is a pioneer in the CLO industry, offering a two pronged approach that benefits both banks and marketing managers.. Through its white-labeled offers program in the UK and US, Cardlytics provides solutions that help banks and their customers to save money while driving digital engagement. By partnering with major financial institutions such as Santander and Lloyds in the UK, as well as the likes of Chase and Wells Fargo in the US, Cardlytics is renowned for its extensive network and sophisticated data analytics.

Furthermore, Cardlytics can provide solutions for advertisers’ marketing managers by utilising its native ad platform within banks’ digital channels, to drive incremental sales. The platform offers unparalleled reach and precise targeting, ensuring that offers are delivered to the most relevant audiences.

Airtime (Formerly Airtime Rewards)

airtime.co.uk

Airtime is a CLO platform that incentivises purchases by offering rewards to consumers, which are translated to discounts on mobile phone bills when users shop with partnered brands. Offering an omni-channel solution, Airtime can increase both footfall in physical stores as well as driving performance digitally through the affiliate channel.

With over 200 brands and 4 million users across the UK, Airtime can provide potential partners with an established and highly engaged customer base, with the potential for shoppers to save up to £50 p/m. Airtime currently supports the major phone networks in the UK, including O2, EE, Three, Vodafone and GiffGaff.

Airtime has helped generate over £2 billion in incentivised revenue for its partners. Additionally, Airtime offers its partners a bespoke reporting interface, aptly-named AirtimeIQ, which can provide real-time insights at your fingertips. Airtime IQ can assist affiliate managers sharpen decisions, optimise and boost performance with ease.

Reward Insight

rewardinsight.com

Another leading publisher in the CLO space is Reward Insight (Reward for short). Reward is a versatile CLO platform that focuses on delivering cashback and loyalty points to consumers. Reward partners directly with some of the biggest names in banking, including Monzo, Mastercard,Visa, American Express and Natwest to name a few.

Reward offers efficient, hassle-free campaign set-up and management, along with a robust analytics dashboard. This enables advertisers to track campaign performance in detail and adjust strategies in real-time to maximise effectiveness. Reward works with hundreds of the world’s leading retail brands, covering everything from everyday spend like supermarkets and coffee shops to electronics and fashion with an established presence in over 24 countries across 4 continents.

Final thoughts

Card-linked offers are revolutionising how advertisers approach customer engagement and loyalty. Their ability to deliver seamless, personalised, and measurable experiences makes CLO an indispensable tool in modern affiliate marketing strategies. As the industry continues to embrace data-driven solutions, CLO will play an integral role in shaping the future of performance marketing.

For advertisers aiming to stay competitive, investing in CLO partnerships and platforms is becoming increasingly important. Whether focused on acquiring new customers or strengthening loyalty, CLO provides significant opportunities to drive growth in a crowded marketplace.

Key takeaways for leveraging CLO effectively:

• Choose the right CLO platform: Look for platforms that align with your business goals, considering factors such as target audience, platform reach, and financial institution connections.
• Partner with affiliate networks: Networks like Awin, Rakuten, and CJ Affiliate can help facilitate CLO partnerships and ensure you're reaching the right customers.
• Define clear offer criteria: Decide on the type of offers you want to promote (cashback, discounts, or loyalty points) and ensure they align with your audience's preferences.
• Start small and measure success: Run a small-scale test and track KPIs like CPA, ROAS, and incremental revenue. Once you see positive results, consider scaling your CLO strategy to maximise its impact.

By following these guidelines, you can effectively incorporate CLO into your affiliate marketing efforts, enhancing customer loyalty and driving measurable results.