Internet users coming across e-commerce websites via reward-based affiliates are more 'valuable' than those using other methods.

Findings by GreasyPalm revealed that earnings per click (EPC) for companies were higher among 'incentivised' customers who had clicked-through from partner websites offering cash discounts.

Marketing director Neil Durrant claimed such affiliate websites "direct high value traffic to online retailers and as such are an integral part of the marketing mix".

He said: "Retailers working in conjunction with reward sites tap into loyal and motivated shoppers benefiting immensely from their association."

The study indicated that, under the scheme, EPC for Comet and Dorothy Perkins rose by 309 and 183 per cent respectively.

Last month, Andrew Girdwood wrote on E-consultancy that affiliates can be "valuable partners" for those marketers looking to make use of social media websites in an attempt to increase brand awareness.