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Future of Retail — Omnichannel


issue 03


On Site Home page Referral dashboard ‘My Account’ section Landing page Order confi rmation page Existing customers VIPs / most loyal customers Other site visitors Employees Partners Other Audiences Referral


Email


Referral email promotions


Referral status updates


Solus / Campaign emails Email newsletters Post-purchase cycle Inserts with the product Direct mail In customer service emails Over the phone In store Other Channels


with our brand, and strategically include referral offers within those. An obvious starting point in ecommerce, is your


website’s order confi rmation page. But when we take a broad view, there are many, many wider customer communication touch points, which can act as a great jump-off point for referral offers. For instance, including a referral offer slip within a


customer’s received order package, will mean the offer is presented at a time of heightened customer satisfaction, making them more likely to want to share that experience with others. In the gaming world, subtly inserting referral


messaging into the in-play experience, can also prove to be effective. And for dating websites, just before or after a promising fi rst date, can be a great moment to tap into this positive expectation of social sharing and reciprocal satisfaction. Every business now connects with customers within an


expansive landscape of touch points. In order to fi gure out the best ways to present your referral offer, there are a number of formats to consider. The above visualisation provides food for thought.


IN CONCLUSION Marketing has fundamentally and rapidly changed. Trust and authenticity are key — and customer referral programmes have emerged as key players in this new world. But success doesn’t happen overnight. Brands need


to realign resources and invest the necessary time to understand how referral fi ts into their existing business model, how it aligns with the behaviours and psychology of their customers — and most crucially, how, where and when to place the referral offer along a cross-channel customer journey that goes where their customers go. As a more complex omnichannel marketing landscape


evolves, ever more dynamic opportunities to develop compelling referral experiences will emerge for brands of all stripes, which put the voices, tastes and recommendations of their customers, at the heart of business growth.


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