How East Fork turns52% of brand fansinto repeat customers
The US pottery brand keeps its customers coming back and bringing their friends.
52%
of referrers shop again
2x
Referred customers introduce 2x more customers
30%
of referrals convert into new customers
30%
of referred customers come via Name Share®
From one potter on a farm to a growing ecommerce brand
14 years after starting out as one potter on a farm in North Carolina, East Fork set its sights on growing its ecommerce store.
So in 2022, it implemented Mention Me.
52%
of referrers shop again
2x
Extended Customer Revenue* of referrers vs non-referrers
The challenge
East Fork wanted growth that felt true to the brand:
- Acquiring more high-value customers
- Growing in a sustainable way that felt authentic
- Testing whether fans would spread the word without an incentive
It needed to know what really motivates its fans to recommend the brand, and to build on it.
30%
of referrals convert into new customers
30%
of referred customers come via Name Share®
The solution: testing for “warm fuzzies”
East Fork tested the idea that its fans would spread the word without a reward of their own. It ran an offer where referrers gave their friends a discount, simply in return for “warm fuzzies”.
The assumption proved correct. Referrers were just as likely to introduce friends for warm fuzzies as when they were given the chance to win a free gift.
The approach included:
- A friend discount with no reward for the referrer
- Testing it against a chance to win a free gift
- Name Share® so fans can refer friends by name
Results: turning word of mouth intomeasurable growth
East Fork's brand fans, nicknamed ‘Claymates’, are highly valuable:
1
52% of referrers shop again
2
The Extended Customer Revenue* of referrers is 2x higher than non-referrers
3
Referred customers introduce 2x more new customers
4
30% of referrals convert into new customers
The friends and family they introduce quickly grow to love East Fork too.
*Extended Customer Revenue (ECR): individual revenue plus revenue from referred friends.
What's next for East Fork
East Fork's next move is to segment and target customers based on their propensity to refer, so it can serve experiences that drive even more referrals.
Hear from East Fork
Ready to turn your customers into your most powerful growth channel?
For East Fork, referral drove repeat purchases and valuable new customers.
It can do the same for you.
Request a demo and see what referral could do for your brand
Book a demo