Customer acquisition at an all time low
New customer growth had slowed massively. Referral marketing can drive significant new customer acquisition, with the potential to attract a loyal and profitable customer. Create a refer a friend acquisition channel initially for the US market, creating extra value for our loyal customers (referrers) and incentivise new customers first purchases (referees).
Collaboration with a third-party referral marketing company
In 2016, an in-house ASOS referral programme was exploited in Russia, seeing customers duplicating discount codes and abusing the system. This bad experience convinced us to partner with a reputable referral marketing company called Mention Me. They had a set of pre-made user journeys that could be implemented into different areas of the ASOS experience. My job was to ensure that these experiences were skinned according to the ASOS style guide, and to ensure that the designs worked across web, iOS and Android platforms. There was cross-collaboration between myself and designers at Mention Me, with weekly calls to discuss any issues and to align on next steps.