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Hammering home results: How Alan Wadkins ToolStore nailed strategic affiliate growth

Discover how our tailored affiliate strategy powered a 180% increase in revenue and an incredible 2244% ROI for Alan Wadkins ToolStore

25 June 2025 6 minute read

Affiliate marketing

Our impact.

+180%

in affiliate revenue YoY

-17.5%

lower average CPA

+2,244%

return on investment

Founded in 1958, Alan Wadkins ToolStore has been a staple for trade professionals, industry experts, and DIY enthusiasts across the North of England. From its origins selling surplus tools from a wheelbarrow, the business has grown into one of the region’s leading independent tool suppliers, offering a wide product range, expert advice, and in-house servicing from showrooms in Darlington and Richmond.

With an unwavering commitment to customer service and specialist knowledge, Alan Wadkins isn’t just a retailer - it’s a trusted partner in getting the job done.

From market pressure to performance gains

The post-COVID landscape reshaped the tools and hardware sector. Overstocking and market saturation pushed prices down, squeezing margins and intensifying the pressure on profitability. Many competitors struggled to adapt and ultimately exited the market.

For Alan Wadkins ToolStore, this challenging environment presented both risk and opportunity. With an established affiliate programme already in place, they seized the moment to drive strategic growth, focusing on activating new partners, refining commission models, and rebalancing spend across key verticals.

With their affiliate programme in place, the goal became clear - drive growth without compromising profitability.

A precise strategy for smarter growth

We partnered with Alan Wadkins ToolStore to unlock untapped potential within their existing affiliate channel. By restructuring the commission model at a granular level, we were able to reward partners promoting high-margin categories while safeguarding spend in tighter areas.

One underutilised opportunity was the Comparison Shopping Services (CSS) channel. Previously underperforming, CSS held untapped potential for quality traffic and conversions. Leveraging our strong publisher relationships, we re-engaged high-value partners and built bespoke collaborations, transforming CSS into a reliable revenue stream with a more profitable traffic mix.

The result? A high-performing affiliate channel that delivers more revenue, at lower cost, and with far greater impact.

Record revenues and exceptional ROI

Once the new strategy was in place, performance metrics skyrocketed:

Revenue from the affiliate programme soared by over 180%, hitting a historic high of nearly £750K in twelve months.
Despite the growth, the average CPA dropped by 17.5%, proving that a smarter strategy doesn’t need to come at a premium.
With refined partner selection, incentivisation, and spend optimisation, the programme achieved an extraordinary 2244% ROI - a testament to our overall planning and partnership.

Ready to build out your affiliate channel?

Working with the Visualsoft Affiliates team, especially Will, We have come up with ideas, solutions and a range of offers that have helped to grow the Alan Wadkins ToolStore Ltd Platform across different areas of the Affiliates programme.”

Martin Porter - Alan Wadkins, Website Manager

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