Get ahead of the curve: Launch your Refer-a-Friend Scheme in January

So it’s your first week back in the office in 2017.

No doubt you will be relieved to be in the final lap of that almost non-stop 57 day Holiday Sales period that started with Black Friday and stretches up to the end of your January Sales. And even if the Christmas spending bump may be less important for your business these days, we assume that you will probably have been fully focused on the peak sales period since late September.

So as well as taking stock of your own internal sales data and keeping an eye on the early performance indicators from the retail bellweathers like Next, M&S and Debenhams, you will enjoy the freedom to look at the fresh new marketing ideas that will really make a difference for your brand in 2017.

One thing that should definitely be on your agenda is refer-a-friend marketing. Across dozens of verticals, we have seen that customer referrals consistently provide better quality customers at a lower CPA than any other online marketing channels. So if you don't have a refer-a-friend scheme you should be looking at tapping into this channel. And even if you already have an in-house


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IT'S NOT ME....BUT IT'S SO YOU!

Whenever we chat with our friends and clients in the world of fashion, two topics keep coming up. First, the schism between the see-now-buy-now collections and the more traditional see-now-buy-later model. Secondly the contrasting approach taken by the likes of Zara and Gap (respectively the biggest and third-biggest apparel brands in the world). Zara trickles collections into stores and online throughout each season; Gap dumps their entire lines out in big seasonal avalanches. In the techie world, they’d call that agile vs waterfall. In the world of fashion, they probably call it seduction vs exposé, and they’d probably say it in a very sexy French accent, too (well maybe in a Galician and San Franciscan accent in this particular case).

But here’s the nub: all four (overlapping) approaches fail to pay attention to a key element in fashion purchasing: die-hard brand devotees who follow those brands’ every sashaying move but, time after time, fall in love with the perfect garment not for themselves but for one or more of their friends. No matter what tactics you employ to convert attention to sales, if you’re not allowing for the fact that those sales may not actually be


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