In the sixth session of the Customer-led Growth Summit, Claudica Kenol, Senior CRM Specialist at Ollie, shared valuable insights on leveraging referral programs in the pet food industry. Let’s dive into the key takeaways from her enlightening discussion
Ollie’s Approach to Customer-led Growth
Ollie, a company selling high-quality fresh dog food, uses Extole for their referral program. This platform allows active subscribers to share exclusive referral discounts with friends and family, while also rewarding advocates for successful referrals.
Overcoming Initial Challenges
Claudica highlighted the importance of clear communication in referral programs. Initially, Ollie faced challenges with user journey clarity and expectation management.
They improved by:
- Clarifying promotion details
- Explaining redemption steps
- Setting expectations for reward timelines
Testing for Optimal Results
Ollie conducted tests to find the most effective discount offer. Surprisingly, a lower discount of 70% off outperformed higher discounts, resulting in higher total conversion, retention rates, and customer lifetime value.
Claudica noted an interesting finding: “The group who saw 70% did have higher intent of buying at some point, and because they didn’t take a richer offer necessarily, they ended up having a stronger retention.”
The Power of Personalization
A/B testing revealed that personalized messaging significantly improved engagement and referral shares. Claudica emphasized, “We found higher engagement and more shares when we included customization and personalization, like including the member’s name or the dog’s name, or even the friend’s name that they’re sending referrals to.”
Key Strategies for Success
- Create urgency with limited-time offers
- Keep creative content fresh and seasonal
- Introduce personalization in messaging
- Promote referrals at peak excitement moments, like the purchase confirmation page
Leveraging the Extole Platform
Claudica praised Extole’s user-friendly interface and robust reporting features. She advised new users to “Ask your representative what the functionality is and what are you able to change yourself and manage yourself.”
In conclusion, Ollie’s experience demonstrates the power of a well-executed referral program in driving customer-led growth. By focusing on clear communication, personalization, and continuous optimization, businesses can harness the full potential of their customer base to fuel sustainable growth.
