Case Study: B&Q achieves 5x conversion lift and 28% revenue boost with impact.com

B&Q’s affiliate program converts 5x more with impact.com and dentsu

B&Q, the UK’s leading home improvement and garden retailer, faced stagnant affiliate performance due to limited product-level insights, an inability to distinguish first- and third‑party sales for accurate commissions, and an unwieldy roster of over 2,000 manually managed affiliates. The brand needed granular reporting, automated partner management, and a higher-quality partner mix to drive profitable growth.

Working with dentsu UK&I, B&Q migrated to impact.com, consolidating to 41 high‑performing affiliates, automating onboarding and approvals, and using bespoke reporting (Data Lab, new vs. return customer, tax insights) plus dynamic SKU-level payouts and prospecting tools to recruit better partners. The program saw fast gains: within one month sales and revenue exceeded legacy averages, clicks fell 72% while sales rose 30%, revenue increased 28% (3× the initial target), total spend grew 56%, and conversion rate improved 5× (a 354% uplift).

B&Q