How did 1001Pneus strengthen its overall digital strategy with its affiliate program?

1001Pneus: €60M in revenue in 2023, over 650,000 tyres sold.

1001Pneus is one of France’s leading online tyre retailers, offering more than 50,000 references across 6 countries (France, Spain, Belgium, Germany, Italy and Luxembourg). Founded in 2009, this Bordeaux-based company — known for its quality customer service — joined the Massa group in 2024.

How did 1001Pneus strengthen its overall digital strategy with its e-commerce affiliate program?

The challenge for 1001Pneus’s e-commerce affiliate program

Goals and constraints:

• Create a unique experience for individual customers to make buying tyres online simple, easy and educational.
• Grow the affinity partner base in order to drive additional volumes.
• Define an attribution model that gives value to all touchpoints.
• Centralise and simplify payment management through a trusted third party.
• Activate a technical partner enabling precise partnership tracking.
• Access real-time dashboards to compare, analyse and optimise partner performance.

The means

Levers tested:

• Specialist price comparison sites.
• Generic price comparison sites.
• Blogs and media sites.
• Influence.
• Emailing.
• Native ads.

The strategy deployed

Tactical activations:

• Centralisation of all generic and specialist price comparison sites within the Affilae platform.
• Tailored sourcing of affinity partners to cover the entire conversion funnel.
• A/B testing with niche influence profiles to identify tomorrow’s brand ambassadors.
• Relay of commercial operations and key moments across high-traffic audience hubs to maximise visibility and traffic (native ads, emailing, community sites, etc.).
• Implementation of capping to control traffic volumes from the main price comparison sites.
• Top products activation for sales analysis by product type.