How Moss Bros uses

customer advocacy to

drive 20%of new

customer acquisitions

By combining referral with Mention Me’s Smart Experiment, Moss Bros hit ambitious growth targets

and expanded its loyal customer base.

20%

of referrals convert into new customers

4%

Referred customers have 4% higher AOV vs non-referred

6x

more shares from high-intent referrers

23%

more likely to buy again with targeted discounts

Driving growth through existing customers

Moss Bros aimed to evolve their referral marketing from a standalone acquisition tool into a central pillar of their growth strategy.

They recognised that their existing loyal customers were an untapped resource for encouraging repeat engagement and improving campaign results.

The challenge

While Moss Bros had success with referrals, the team faced a new challenge:

Connecting referrals with other marketing channels
Using customer advocacy data to improve performance beyond acquisition
Driving both new customers and repeat purchases more effectively

They needed a way to apply customer advocacy across the full customer journey, turning it into a more integrated and scalable growth strategy.

The solution: connecting referrals with paid social and targeting

Moss Bros used Smart Experiment to connect referrals with targeted marketing and improve performance across channels.

The approach included:

Using referrals to acquire new customers through advocacy
Applying Smart Experiment to deliver targeted offers to existing customers
Integrating advocacy data into paid social campaigns to improve targeting
Using insights from referrals to drive repeat purchases and engagement

For example:

High-propensity customers are invited to refer friends
Others receive targeted offers to become repeat shoppers

Results: driving exponential growth

After nine months of optimisation, PUMA saw explosive growth from its referral programme:

1

6x ROI from referral marketing

2

36% increase in new customer acquisition in just 3 months

3

10% of referrals convert into new customers

4

Referred customers are 4x more likely to refer others

Unlike paid channels, referrals consistently delivered high-quality customers— driving sustainable, compounding growth.

Turning Advocacy into Intelligence

By combining referral with Mention Me's Smart Experiment, Moss Bros was able to use customer advocacy as a source of insight, not just acquisition.

This enabled the team to:

Use advocacy data to improve paid social targeting
Identify high-value customers and engagement patterns
Deliver more relevant offers based on customer behaviour
Connect acquisition and retention strategies more effectively

This gave Moss Bros a more effective way to connect targeting, messaging, and customer behaviour.

What makes customer advocacy so effective?

Moss Bros’ results highlight the impact of customer advocacy:

It improves targeting by using real customer data
It helps deliver more relevant offers based on behaviour
It connects acquisition and retention into a single strategy
It improves performance across channels, including paid social

Because advocacy data reflects real customer behaviour, it can be applied across multiple channels to improve how marketing is targeted

Customer perspective

“Smart Experiment lets us engage with every customer. Referral brings new customers in, then targeted offers turn shoppers into repeat customers. It’s the best of both worlds.”

Natalia Kirby Digital Marketing Manager, Moss Bros