There's nothing niche about referral marketing

Giants like Zalando and Expedia have embraced referral marketing

E-cigarettes were invented back in 2003. The first patent for fidget spinners was granted in the early '90s. People have been drinking almond milk since the 13th century. There's nothing new about these things but, suddenly, they're everywhere.

That's what happens when a niche phenomenon goes mainstream, and it's exactly what's happened with referral marketing in 2017. Once regarded as something only risk-taking, edgy brands like Uber and Airbnb dared to do, it's now the fastest growing form of customer acquisition.

That's why international giants such as Zalando, Europe's biggest online fashion retailer, and Expedia, the world's largest online travel company, have both recently jumped on-board and embraced referral. Like Feelunique, ASOS, Telefónica and hundreds more brands before them, they've teamed up with the leading experts here at Buyapowa to launch programmes designed to get their customers sharing and their friends shopping.

Of course, just like your local Starbucks didn't offer almond milk lattes back in Middle Ages (although I hear their mead frappucinos were divine), none of these brands prioritised referral until their customers began to demand it. According to the Ivy League data-scientists at the Wharton School of Business, 83% of customers want to refer their friends to


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Argos teams up with Buyapowa to launch Co-buying on social media

argos-logo-news

PRESS RELEASE

• Argos customers rewarded for sharing deals via social media

• Available at www.buyapowa.com/argos

Argos, the UK’s largest high street retailer online, and Buyapowa, the leading social-commerce technology company, have launched a trial partnership to enable Argos’ Facebook fans and Twitter followers to shop together and earn unbeatable deals.

Buyapowa’s technology will enable Argos customers to request special offers on their favourite products, then improve those offers by sharing them via social media and shopping together. The more people who buy, the better the prices will be for everyone who participates. These offers, or ‘Co-buys,’ will be presented via a customised platform and will be promoted across Argos’ social media and other communications channels, including its website which saw more than 635 million visits in the last 12 months.

The service is now live at www.buyapowa.com/argos and will feature products from Argos’ general merchandise range of more than 29,000 items. Customers will be encouraged and rewarded for sharing information with other potential customers to help increase customer acquisition but, more importantly, generate long-term loyalty by listening to and rewarding shoppers.

Neil Tinegate, Head of Digital Innovation at Argos, said: “We’ve


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Football Retail: Still Living In The Dark Ages

Football Retail: Still Living In The Dark Ages

I'm… long pause… shuffle of feet… awkward silence… a Spurs fan. There I said it. But don't worry if you're a fan of any of the other 18 perfectly-respectable premiership clubs (or even Arsenal), this is a friendly, well-meaning blog post. I mean you no harm. Besides, we're all in the same boat when it comes to being fans. We're all walking wallets. Cash cows. Client reference numbers. We're consumers of the official beer, the official ticket provider, the official online betting companies. But we're never, ever, customers.

The word 'customer' suggests that we own our custom and that we have any choice where to bestow it. But, like a failed safe-cracker doing a duckfoot, we're locked in for life. There is only one shirt we can buy (which, incidentally, is why us Spurs fans are a wee bit disgruntled that this oneis besmirched with evil red). We don't have the option of buying a Fulham shirt instead (we don't want to be laughed at in public) - what they offer we buy. Because we have no choice.

But this is, let's face it, a pretty ropy way to run a retail business. In fact, it's got icky echos


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