Referral marketing: it’s in the bag

Tesco | | Ocado | Billa

Click and collect, mobile apps, loyalty schemes, delivery subscriptions, referral programmes. When it comes to grocery, these things aren’t luxuries anymore; they’re essentials.

Of these, referral is quickly becoming one of the most important, with up to 8% of all online grocery transactions taking place after customers refer their friends.

That’s a significant proportion, and it’s why Billa – the number one supermarket chain in Austria, which also operates hundreds more stores across Europe – have partnered with Buyapowa to make sure that their customers are incentivised and equipped to get their friends shopping, too.

“Our objective with the referral scheme is to add a powerful tool as part of our CRM strategy while, at the same time, acquiring new customers using our loyal customer base. For us it’s a win-win-win situation for all involved.”

Pascal Storer, eCommerce Digital Marketing Manager, Billa

Just like Tesco, Ocado and Norway’s (all of whom chose our award-winning platform to power their referrals), Billa recognise that 80% of customers now expect their favourite brands to operate a referral programme. And, if they don’t find one, there’s a risk that a) those customers will shop elsewhere, and b) their friends may never give the brand a try.

Though the Buyapowa platform is recognised by the likes of Gartner as one of the most innovative marketing solutions available today, it’s less a question of innovation in this case and more one of necessity. And, by using Buyapowa’s unique suite of tools to get up and running quickly, painlessly and seamlessly, Billa have been able to reap all the benefits of referral while also ensuring that their programme stays 100% on brand and entirely within their control.

Perhaps even more importantly, it’ll also stay 100% within the law – specifically the EU’s General Data Protection Regulation (GDPR), which comes into full effect in less than a year. Under GDPR, referral programmes which use their own email servers to facilitate user-to-friend sharing will be subject to multi-million Euro fines. That rules out the vast majority of self-built programmes and third-party platforms but, thanks to Buyapowa’s relentless ongoing development, it’s something Billa simply don’t have to worry about.

If you’d like to know more about Billa’s exciting new referral programme, or if you fancy a quick overview of how our platform works, just take the tour or get in touch with our team. We’ll be delighted to share our experience in this area and help make sure you don’t miss out.

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