Uber: lagging behind in the rearview mirror

As you may have read, we've recently launched a cutting-edge referral programme for London’s most trusted business-class car service, Addison Lee. Now, the first thing you might think when you hear "referral" and "car service" is Uber, but our intention isn't simply to replicate Uber's referral programme, but dramatically to improve upon it. If you think that's a tough call, let's step back and examine Uber's programme in more detail. You'll be surprised how much it leaves to be desired. But first, some context.

Uber's dramatic rise via referral

Back in 2012, if you’d walked up to a Londoner and said the word ‘Uber’, they probably would’ve started looking for neck tattoos and a copy of the UKIP manifesto sticking out of your pocket. Today, as Uber approaches its fifth birthday here in the capital, everyone knows you’re talking about the £50 billion cab company - and, what’s more, they probably know why you’re talking to them about Uber in the first place. You’re shilling your referral code in the hope of earning a free ride.

Referrals are one of the main reasons why Uber grew from tiny startup to dominant upstart. Back


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Get your referral programme moving

HOW 15 TOP BRANDS PROMOTE THEIR REFER-A-FRIEND PROGRAMMES

Referral marketing works just like any other form of marketing: via a funnel. You put people in at the top; they go through several of stages of conversion as they share with their friends; and, as those friends engage, successful referrals complete the process.

But it’s the first stage that’s perhaps the most important. Because, no matter how enticing your referral proposition or how excited your customers are about sharing your brand or products with their friends, unless they’re exposed to your programme in the first place, you won’t end up with any referrals.

Referral marketing drives your business. But seeding your programme and filling the top of your funnel? That’s the fuel. Here’s how some of our favourite clients do exactly that...


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If you have a referral scheme and would like to know how to get more from it, or even if you are thinking about setting up your very first scheme and want to get ahead of the curve, we would love to chat


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Zizzi top: a multichannel first for the casual dining industry

We’re delighted to announce the national launch of Zizzi’s ground-breaking referral programme, following a successful trial earlier this year. As of today, Zizzi customers will be able to recommend the award-winning Italian restaurant chain to their friends and family and, thanks to Buyapowa’s unique multi-channel referral system, Zizzi will be able to track successful referrals the moment those friends settle their bills in one of their 144 branches across the UK.

It’s an exciting next step for Zizzi and for the casual dining sector as a whole - a sector that understands the value of incentives when it comes to acquiring new customers, but is looking for an alternative to the indiscriminate way discount codes are pumped out by affiliate giants like vouchercloud and VoucherCodes. Ideally, these codes would only ever get picked up by customers who were going to eat elsewhere but, in the real world, they often cannibalise visits that were already going to happen (even ones that have already been booked), skimming away profits and eating into margins in the process.

Zizzi cleverly looked at the way brands like Uber and airbnb became multi-billion-dollar businesses by using a totally different way of distributing


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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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Heals stylish new referral scheme in 2 minutes

When a heritage home furnishing brand like Heals, which has been helping Britons design their homes with style and panache since 1810, decides to empower and reward its customers for referring their friends and family, then surely that is worth taking a look?

Enjoy the video!

If you haven't already seen the Heals introduce a friend programme, the short walk-through below will show you how it works.

Heals is just one of many leading brands and retailers that have put their trust in the Buyapowa referral marketing platform. If you'd like to see some case studies, or if you fancy a full demo of our platform, we'd love to hear from you .

Just drop us a line and we can share what we have learned about referral marketing from working with over 100 of the World's leading brands and retailers!

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