Date post: | 09-May-2015 |
Category: |
Marketing |
Upload: | virginievn |
View: | 415 times |
Download: | 3 times |
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Virality & eCommerce: BTR's vision
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Who we are?
Richard Cohene – Beyond The RackDirector of Marketing and Business [email protected]
Virginie de Malavois – ViralNinjasDirector of Sales [email protected]
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Beyond The Rack facts
• Private shopping clubs for men and women who want brand apparel, accessories, beauty and home deco at prices up to 80% off retail;
• 8 milllion members accross North America;• Among the top 3 Canadian fastest growing e-retailer;• Headquarter in Montreal
+VIRAL NINJAS CONFIDENTIAL
• Launched in 2011• Headquarter in Montreal and office in San Francisco• 50 employees + 10 planned• Specialized in customer acquisition and engagement for
ecommerce and retailers
ViralNinjas Facts
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Market leader.
Social acquisition and engagement.
What is a referral program?
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Referral marketing is a process to increase word of mouth marketing by encouraging your customers and your contacts to talk as much as possible about your brand or your product.
The ultimate goal
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Leverage your existing
customers
• Your customers are your best ambassadors
• Acquire new customers by rewarding existing customers
• Consumers are rewarded for every referral
Why launch a referral program?
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Customer acquisition #1 priority
• Also marketers biggest challenges
• SEO and SEM: • #1 and #2 in terms of user acquisition• nurture demand
• Referral marketing:• #3 in terms of user acquisition • builds loyalty and drives new, high value
customers• creates demand
Why BTR values referral program?
+VIRAL NINJAS CONFIDENTIAL
Referral: #1 acquisition channel with a 12x
ROI• Switch from an in-house solution to
ViralNinjas
• High expectations of referral program being a significant acquisition channel
• Need ressources to discover areas for improvement:• in the invitation process• measure the impact of incentives• monitor financial results
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The result.
Of all new shoppers are from Referral
channel
In registrations in comparison to
previous program
ROI from Referral channel
VIRAL NINJAS CONFIDENTIAL+
Beyond The Rack: referral #1 acquisition
channel.
Goals Results
• Increase brand awareness
• Boost k-factor (viral coefficient)
• Gain new customers
• Decrease overall cost per customer acquired (CPA)
In six months:• 30,000+ broadcasters sent
3.1 million referrals to friends and family
• 130,000+ new registrations
• 500% lift in referral registrations
• Multiplied k-factor 3X!
• Decreased overall CPA by 25%
“One of ViralNinjas’ strengths is optimizing every conversion rate. The result is an amazing k-
factor.” Richard Cohene, Director of Marketing at Beyond
the Rack
How does it work?
VIRAL NINJAS CONFIDENTIAL+
Build Custom Applications
VIRAL NINJAS CONFIDENTIAL+
Access email address book
VIRAL NINJAS CONFIDENTIAL+
Invite Friends & Family
VIRAL NINJAS CONFIDENTIAL+
Maximize Deliverability
Invitation selected
Already a member
VIRAL NINJAS CONFIDENTIAL+
Be rewarded when your friends make their first
purchase
VIRAL NINJAS CONFIDENTIAL+
Share on social
networks
How to make it successful?
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How to make your referral campaign
successful?
1. Product / Offer / Brand
2. Identify the viral loop
3. Minimize user friction
4. Incentivize along the way
5. Monitor & Optimize the viral loop
Q&A