Partnership unlocks new opportunities to tap into retail media budgets with SKU-level purchase data for measuring and optimizing the downstream impact of influencer campaigns

Button, the leader in mobile commerce optimization, announced a strategic partnership with The Shelf Influencer Marketing Agency. The partnership combines Button’s AI-powered deeplinking and attribution technology with The Shelf’s expertise in planning, executing and managing brand influencer campaigns to give both creators and brands the tools needed to measure and optimize the impact of influencer marketing campaigns more effectively.

“Button’s technology streamlines our campaign creation process and enables us to capture product level purchase data though Button’s simple shortlinking tool while enabling deeplinks into our retailer clients’ apps,” Atul Singh, CEO of The Shelf. “We’re excited to improve the user journey and have access to more conversion data through Button’s integration with retailers that will allow us to provide more holistic recaps of performance.”

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By creating a more seamless experience between an influencer post to a retailer’s app, brands can easily attribute sales to each influencer’s post, enabling them to better assess the efficacy of an activation. Additionally, the partnership unlocks SKU-level purchase data to help bridge the gap between influencer marketing and retail media by showing the impact on purchase behavior. As influencers often promote specific brands and products rather than the entire retailer, this new offering is key to understanding how influencer campaigns can drive downstream impact.

“Any creator can now drive measurable sales of products at retailers where Button is integrated, enabling the creator economy to tap into massive new budgets from manufacturers, suppliers and CPGs. As more marketing migrates from brand to performance, creator spending will follow suit,” said Michael Jaconi, Co-founder and CEO of Button. “And across our billions of commerce driven on the Button platform in 2024, we’re seeing this evolution in creator spending take place. This is the future of creator-led marketing, and we’re thrilled to be partnered with The Shelf to lead the charge.”

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With a history of developing best-in-class commerce intelligence, Button has driven over $12 billion in sales. Button offers an established suite of linking solutions that enable creators and affiliate networks to create optimal shopping experiences, boost revenue and more.