Here's a really worrying statistic:
According to the latest Census Bureau report, 90.9% of all retail sales still happen in-store. Not online, not on mobiles, but in brick and mortar stores. And yet, only 5% of refer-a-friend programmes allow for that.
Now, obviously, lots of these in-store sales are small, casual purchases that could and would never take place online - a coffee here, a pack of gum there. But, as PwC’s Total Retail Survey recently made clear, many sales take place in-store not because online isn’t an option, but because it’s simply not the preference for huge numbers of customers:
37% of shoppers prefer to buy toys in-store.
40% prefer to buy entertainment products in-store.
47% prefer to buy health and beauty products in-store.
51% prefer to buy both fashion and consumer electronics in- store.
59% prefer to buy furniture and homewares in-store, and...
70% prefer to buy groceries in-store.
So, surely referral marketing should cater for that? Surely referral marketing should be as omnichannel as the rest of retail has become? Well, yes, it should be - but, almost invariably, it isn't.
And that's insane. But, thankfully, the latest referral tech has