Clarks has moved its U.S. affiliate program away from a narrow base of coupon and discount sites and toward a far larger network of creators and established publishers, a shift that reflects how shoppers now find and evaluate products. The change is part of a broader rethink of when and where brands appear in the buying journey.
For a period, Clarks' U.S. program ran largely through coupon sites and roughly 10 to 20 influencers. Coupon partners are effective at reaching shoppers who are already considering a purchase and are looking for a reason to buy now. That reach, however, arrives late in the process, after much of the research and comparison has already happened. Clarks has since expanded to hundreds of creators and established publishers, moving its affiliate activity earlier in the decision.
The two partner types serve different purposes. Editorial publishers tend to build credibility through reviews and guides, while creators are often better at reaching new audiences. Clarks gave creators room to show its shoes in everyday settings rather than only in product-focused promotions, a approach that places the footwear in the context of how people actually wear and use it.
The change also reflects the growing role of AI tools in product discovery. More than half of AI users research purchases with these tools, and AI-generated answers draw on publisher reviews, guides, and product data. That makes the accuracy of a brand's product information more important. Mismatched product data, such as one product listed as navy in one place and blue in another, can make it harder for AI systems to surface a product correctly.
Measurement presents a further challenge. Last-click metrics tend to miss influence from AI recommendations that do not produce a click, and the industry does not yet have settled key performance indicators for AI-driven discovery. Awin, the affiliate network that works with Clarks, says its platform now measures AI visibility and publisher mentions. Clarks is an Awin client, and the author of the source commentary is Awin's president for North America, a relationship that should be kept in mind when weighing the measurement claims.
The broader argument from the source is that affiliate programs should be judged by who partners reach, not only by the sales they generate in the moment. That view is echoed in a separate perspective from OFFF founder Pep Salazar, who values feelings and conversation over metrics. Salazar says he deliberately introduces challenging ideas to his audience, and he argues that brands should show up to understand people, not only to sell to them. He also cautions that generative AI risks making corporate language interchangeable, and recommends that brands invite audiences into strategy before decisions are set.
Taken together, the notes point to a practical question for marketers: whether their affiliate programs appear early enough in the decision process to shape what shoppers find, and whether the product information those programs depend on is consistent enough for both people and AI systems to read correctly.