Tell them I sent you
Loyalty programs are one of the most effective ways to improve customer retention and repeat purchase rates, which is why it’s importantt to prioritize growing their ranks. Use referrals as a powerful way to keep customers engaged while creating incentives for them to refer new customers: a acquisition and retention win-win!
Overview
A happy, loyal customer is one of the most powerful tools a retailer can have in their marketing toolbox. These are consumers who routinely buy from your website, enjoy your products, and have a favorable impression of your brand. These are the perfect shoppers to turn into brand advocates, encouraging them to refer others through your loyalty program.
Post-purchase retention strategies are key to growing your revenue and scaling your business since customer acquisition can be pricey. Use brand advocates to help reduce the burden of customer acquisition through a referral incentive built into your loyalty program rewards.
Referrals are a powerful influence; the more personal nature of a recommendation make these a compelling draw.
Details
Glossed is an online cosmetics retailer who wanted to grow their customer acquisition efforts but reduce the high cost of this type of campaign. Glossed decided that the nature of the cosmetics industry already had a strong reliance on recommending products to friends and that rewarding this behavior would help their acquisition efforts. They decided to use the loyalty program they already had in place and start offering loyalty points for customers who referred their friends.
Learn how cosmetics retailer, Glossed, encouraged customer referrals using pop-ups, making it easy for shoppers to share their referral URL on social media or through email. In exchange, they received 500 loyalty points to add to their account.
Setup
- For this customer experience Glossed first needed to design their promotion. They created a website messaging promotion and chose an in-page to make sure it seamlessly fit into the page’s design.
- Next, they added a JSON object to their page that specified the variable used by the loyalty site to create the referral URL. To find this variable, you will have to talk to your loyalty program provider. For more information on how to add the JSON object click here.
- In the promotion, where the referral URL is going to populate, Glossed put a text box with double brackets around the variable name: {{referral_URL}}.
- Next up, Glossed needed to create a ruleset. They went to the rules section and created a “New Trigger Ruleset.” For the Action, Glossed chose to ‘Show In Page.’ Then chose to “place outside below” the element on the page they were targeting and added the class/ID of the object in the element box. For more on in-page promotions, click here. Don’t forget to talk to your loyalty program to get the variable for the unique URL.
- Glossed then chose to create an advanced ruleset. In this ruleset, they added a “URL Based Rule” for the ‘Current URL’ to contain the URL for their Thank You page. They also made a “Technological Rule” and used ‘Matching Element Exists.’
- Within this rule, they added the selector that reflects if the user has a loyalty account existing. This data can be found with the help of your web dev and contacting your loyalty program provider. The third rule added was a “Cart & Past Order Rule for Cart Totals THIS visit. “Glossed specified that the amount needs to be greater than $24. With these rules in place, the promotion will only fire for members of the loyalty program who are on the Thank You page after a purchase of $25 or higher.
