Referral marketing: it's in the bag

Tesco | marked.no | 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 marked.no (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


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How to stop Amazon eating your lunch

Worried about Amazon’s UK imminent grocery launch? Buyapowa’s work with the likes of Ocado and Tesco demonstrates there is an answer…

So, that’s it, then. It was fun while it lasted but, the grocery sector is set to go the way of Blockbuster, Borders and Comet - crushed under the steel jackboot of Amazon. Pack up the peas, put away the pasta; when Bezos lines you up in his sights, there’s only one possible outcome. And it ain’t no picnic.

Except… no. Wait. Just like Pep Guardiola coming to the Premier League or Bruce Willis’s best-forgotten singing career, Amazon are completely unproven in this environment. And, while they definitely will attract a bunch of shoppers keen to try something new, instant success is far from a sure thing.

That said, Britain’s supermarkets can’t just sit back and hope for the best. They need to use the one thing Amazon don’t have to shore up their advantage, and that’s their existing grocery customers. They’ve got tens of millions, Amazon have precisely zero. But it won’t be enough simply to enter into a price war, hoping to gouge extra pennies


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