Google your brand + "discount code". Who answers? You created the brand. You created the demand. You created the offer. And someone else owns the customer journey. Sometimes you even pay them commission for it.
It's the warmest signal in retail - a customer asking for you on purpose. Whoever answers it gets the relationship. Today that's rarely you, and it isn't settled yet.
The page that recognises who's asking becomes the place they land. Own that, and the warm moment belongs to you, not an aggregator.
When the reward comes from you, customers learn that being recognised by you is worth something. That's loyalty, not a coupon habit.
Shopping agents will route to the most trustworthy, machine-readable answer. The opportunity is making that answer yours before they decide.
Keep the customer, the offer and the decision with your brand.
Pay partners for demand they create - not for standing between you and demand you already earned.
Distribution stays where it is. The relationship comes home.
Tell us one branded offer. We'll establish what is happening today. Then we'll run it and measure what changes. If the numbers work, expand it. If they don't, don't.
No rip-and-replace. One programme. One answer you can defend.