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 create a referral perfect storm like Virgin

Coke and Mentos. Potassium and water. Samsung phones and electricity. When you put some things together, they just go BANG. Now, in the plaid-suited, kipper-tied world of meteorology and / or George Clooney movies, they call a confluence of phenomena resulting in dramatic conditions a 'perfect storm'. In the world of referral marketing, we just call it super-cool.

Referral marketing is all about getting people to share their love of a brand or a product with their friends. So, for referral marketing to work - and boy can it work - two things tend to make big difference: a brand people adore, or a product they love to talk about. When you get both of those together - beloved brands and passion products - that’s a referral perfect storm, such as the one we’ve just launched with Virgin Wines: an absolutely iconic brand and wine, a product which gets more Google results than ‘doughnuts’, ‘cuddles’ and ‘Jesus’ combined.

We’ll come back to Virgin Wines later but, first, let’s take a look at what we mean by those two terms: beloved brands and passion products.

BELOVED BRANDS

Every year, Superbrands (UK) Ltd publish their list of Britain’s


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Is this L'Oréal's Uber moment?

It's a big month for us, as L'Oréal - the world's largest cosmetics company - launches a new customer acquisition programme using the Buyapowa platform. We'll be helping some of their best-loved brands to bring peer-to-peer selling - a cosmetics industry tactic ever since Victorian times - beautifully up to date.

It couldn't come at a better time, with the challenge of acquiring new customers growing more and more difficult for the skincare and beauty industry every day. Shoppers are blinded by the flood of pharma-jargon spewing out of billboards and tv adverts ("five times more prettiness particles than other brands!"). Meanwhile, new players and hipster indies come to market every day, creating such an avalanche of choice that it's easier to find a botox needle in a haystack than it is to settle on a new moisturiser.

And the people we used to turn to for help - the celebrities, YouTubers and bloggers collectively known as 'influencers' - are so utterly in the thrall of paid promotions and playing the PR game that, every time you take their advice and purchase today's 'holy grail' product, you can't help but feel that it's your gullability which is paying for the


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Man’s best (refer a) friend

First, subscription boxes revolutionised the beauty industry, with the likes of GLOSSYBOX and Birchbox. Then along came Trunk Club and The Chapar and the same subscription model turned the fashion world on its head. Now, in 2016, you can sign up for monthly boxes stuffed with everything from delicious cocktails to tools to help you get through the zombie apocalypse (we’d argue that those two are, actually, one and the same).

One of our favourites is FlinkBisk, a dog-owners’ subscription box from Norway’s Zentio Group - who also offer subscriptions across northern Europe for everything from razor blades to laundry detergent. And, as of today, FlinkBisk gets even better, with the addition of a refer-a-friend programme powered by Buyapowa. Existing customers are now equipped and incentivised to get their (human) friends signed up for regular deliveries of toys, treats and cool dog gadgets. For every friend who gets on board, they’ll receive a discount against their next payment, while the friend gets their first box for free.

Zentio are using the Buyapowa platform to handle everything from initial outreach all the way through to reward distribution, making full use of the platform’s super-simple but highly-effective plug-and-play


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Everybody's Three to feel good

If you’ve been anywhere near a television, a billboard or the internet for the past few years (and, if you haven’t, try not to Google ‘Donald Trump’ until you’re fully acclimatised), you’ll have seen some infectiously entertaining marketing from the UK mobile network, Three. Ponies danced, kitties sang and, most recently, Jackson, a fuzzy little purple fella straight out of the Jim Henson Workshop, has been on a one-muppet mission to #makeitright.

It’s tremendously popular stuff (12m YouTube views for just one dancing pony video!) and, combined with the brand’s unique benefits and customer-first ethos, it’s seen Three become the UK’s most recommended telco with a higher Net Promoter Score than any other network. No wonder, then, that Three have chosen this moment to put a proper process in place for those recommendations and launch their first ever refer-a-friend programme - powered by Buyapowa’s award-winning platform.

As of today, customers won’t just be sharing Three’s brilliant creative, they’ll be sharing their love of the network and bringing their friends and family members directly into the fold, inspiring them to take out their own contracts. To reward them for


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