Podcast: referral and Lebara mobile

Lebara

This week, Buyapowa's Director of Client Success, Robin Bresnark, catches up with Dipesh Sanghrajka from Lebara's Digital Growth team to chat about traditional marketing channels, online acquisition and, of course, referral marketing.

Dipesh is a fascinating man and Lebara - one of Buyapowa's latest clients - is a fascinating telecoms brand, set up specifically to serve migrant communities and to help family members, displaced across the world, keep in touch with each other.

Fundamentally, Lebara serves communities - and that makes them an absolutely ideal client when it comes to referral marketing. When it comes to switching mobile phone network, the first thing we all do is ask our friends: "What’s the service like? How’s the signal?". So referral’s a natural fit in telecoms.

Add that to the sense of community Lebara’s customers have - where it’s all about helping your relatives and neighbours - and you’ve got something very special indeed.

You can stream the podcast below, or just hit the download button to save it to your device. Enjoy!


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Referral marketing is failing 91% of shoppers (but don't worry - we've fixed it)

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.

Say what?

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


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BT Mobile, Lebara and Three's Smarty all join the Buyapowa family

BT Mobile, Lebara and Smarty

Just last month, we announced the launch of a refer-a-friend programme for Vodafone's VOXI sub-brand. Today, we're delighted to announce that we'll be working with three further UK telecoms companies: BT Mobile, Lebara and Smarty - the brand new in-house MVNO from another of our clients, Three.

Each of these networks is highly distinct, with singular selling points: BT Mobile offers the UK's biggest 4G network, free wi-fi and perks such as BT Sport; Lebara specialises in international calling, offering packages including unlimited calls to 50 countries across the globe; while Smarty is one of a new breed of highly-targeted sub-brands with compelling features - in this case, a novel new approach to data, where any unused megabytes are refunded the following month.

For a number of years, Buyapowa has been the go-to referral marketing platform for the telecoms industry. Clients such as Three and O2 have benefitted enormously from our technology but, equally, we've benefitted from working with them - developing our understanding of the telecoms sector and its customers at a rate and to a degree which would never have been possible without such incredible hands-on experience. And it's that experience which enables our team of experts to


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Golden global: L'Occitane's referral programme rolls out internationally

L'Occitane's referral programme

Hot on the heels of their recent UK launch, L’Occitane are taking their refer-a-friend programme into five more countries across four continents. As the programme rolls out over the coming weeks, customers in France, Germany, the United States, Brazil and Japan will be equipped and incentivised to introduce their friends to the world-famous luxury beauty brand, earning rewards every time one of them shops.

The expansion reaffirms L’Occitane’s commitment to referral marketing - now the leading channel for acquisition - and to leveraging the passion of their existing customers in order to win over new ones. It’s also a tremendous vote of confidence in the Buyapowa platform, which powers the brand’s referral programme, and in the expert team behind it.

With over six years experience staging hundreds of referral programmes around the world, Buyapowa have been able to offer invaluable advice and guidance on referral within the beauty sector - garnered from working with brands including Feelunique, L’Oréal and A.S. Watson’s The Perfume Shop. Buyapowa’s experts have also been able to provide invaluable insight on the very different habits, trends and drivers influencing customers and their friends in each of these


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