Let’s get personal: how referral is transforming an ecommerce phenomenon

Once upon a time, if you wanted to look the part, you’d have to know an awful lot about fashion, where to buy the best clothes and what’d look good on you. These days, the internet’s taken care of all that (thanks, internet!), due to the incredible success of personal stylist services from Keaton Row and Stitch Fix (for women) to Bombfell and Trunk Club (for men).

They all tend to work in a similar way: you sign up, get assigned a stylist then brief them on your likes and dislikes. Then off they trot to source the perfect wardrobe for you, and everything arrives beautifully packed at your front door without you ever having to set foot near a pokey fitting room. It’s the future. But now!

Most of these services have got where they are today on the back of personal recommendations from friends: “Wow, Zelda - you’re looking great these days.” "Thanks, Dahlia, but I’ve got all the taste of unseasoned tofu. This is all down to [insert name of brilliant web service here]. You should try them!”. So, it’s no wonder that one of the best personal styling services


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Oliver Spencer launches innovative new referral scheme

Oliver Spencer is a great British fashion brand that's seen stellar growth since its creation in 2002, based largely on positive word of mouth from its customers as well as the loyalty of its celebrity brand ambassadors, including Jude Law, Idris Elba, Allen Leech, Michael Fassbender, Alex James, Gary Kemp and The Rolling Stones.

So we are very proud that Oliver Spencer has chosen Buyapowa to launch an innovative refer-a-friend scheme to incentivise and empower all of its existing customers to share their love for the brand

Given that the best arbiters of our tastes and style are often our friends, family and fellow members of our 'fashion tribes', Oliver Spencer understands that fashion retail is especially suited to referral marketing. So by firing up informal influencer communities and injecting social buzz to encourage a large number of customers to refer friends, it is getting around the issues that have beset online marketers such as adblocking, near-zero organic reach, high and rising paid search and affiliate costs etc.

Fans of the fashion brand will get £30 of store credit for each and every friend they introduce, with a further reward of a free shirt once they refer three new customers.


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Is one person running the social for every fashion retailer?

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We've worked it out. There's one person running all the social media accounts for every single fashion retailer. Her name is Hermione, she's 23 years old, she's so excited to have a job in fashion that she's forgotten to do anything with her job, and she's crushingly, soul-destroyingly dull.

Well, guess what, Hermione? The game's up. Things have moved on. It's no longer okay to post endless Facebook galleries of your seasonal 'edits' (what does that even mean?) or nuts and bolts adverts for your products (pic, naff caption, link, done). If you worked in any other sector, you'd have been laughed out of the social marketing union by now. Just imagine the social bod at Halfords posting pic after pic of mounting screws for roof boxes ("these T-bars are to DIE for!"). He'd be drummed out of the business quicker than you can say: "Oh my god, you literally just bored my eyeballs off."

But fashion indulges this stuff. It's meek. It doesn't seek to engage its audience because it looks down on its audience: "These proles have never seen a pretty dress before. They'll explode with excitement when they see this one." But you know what? They don't.


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