How the global fashion retailer bagged thousands of new customers in just three months.

Since early 2019, PrettyLittleThing has worked with Mention Me to harness its loyal customer base and tap into offline conversations.

Today, its referral programme is a key marketing channel, providing insight into everything from copy and design to incentives and sharing options.

How referral marketing can help retailers

Going global can be tough for retail brands, especially with the rise in customer acquisition costs. Traditional marketing methods work, but they’re expensive and don’t always deliver in new markets, which is where referral marketing comes in: a cost-effective solution that uses the trust of your existing customers to bring in new ones worldwide. 

See how PrettyLittleThing used referral marketing to globalise and increase engagement and sales.

Benefits of referral marketing for retailers

Cost-effective customer acquisition
With referral marketing, you can acquire new customers at a fraction of the cost of traditional marketing. By encouraging your existing customers to refer their friends and family, you can tap into a network of new customers without the need for big ad spend, which is especially effective when going into new international markets where referral programmes allow you to build trust through personal recommendations.

Leverage trust and authenticity
Consumers trust people more than ads. Referral marketing uses this to your advantage, allowing your brand to grow organically in international markets. When customers refer their friends, the recommendation comes with an added layer of credibility and authenticity, which is vital when launching new markets where your brand isn’t well known yet.

Increase customer loyalty
Referral programmes don’t just bring in new customers — they increase loyalty with your existing ones. By rewarding your customers for advocating on your behalf, you make them feel valued, which increases the chances of repeat business. Customers who participate in referral programmes become long-term brand ambassadors, helping your retail business grow while strengthening relationships with existing customers.

Scalable growth across markets
Referral marketing is scalable, so it’s perfect for retailers looking to go global. As your business grows, referral programmes can be easily adapted and scaled for different markets, so you can grow sustainably without big increases in marketing spend. As more customers participate and share their experiences, the programme will grow and help you enter new markets with ease.

PrettyLittleThing case study

What you’ll learn
Download the case study to see how PrettyLittleThing used referral marketing to grow its customer base and increase brand engagement and repeat purchases. You’ll discover how they built a referral programme that encouraged customers to share their shopping experience, driving significant growth.

Real-world results
PrettyLittleThing’s referral programme offered discounts and rewards to motivate customers to refer their friends. By focusing on the experience they created, PrettyLittleThing was able to bring in new customers in new markets and loyalty with existing customers. This allowed them to go global without big ad spend.

Takeaways
This case study teaches you how to build a referral programme for a growing retail brand. PrettyLittleThing’s approach is a blueprint for other retailers looking to use referral marketing for international growth.

How referral marketing works for retailers

Encourage word-of-mouth referrals
Referral marketing uses the natural behaviour of customers who are happy to share their positive shopping experiences with their networks. By offering a simple and rewarding way to refer friends, you can encourage customers to share and grow brand awareness in international markets.

Give incentives that drive sales
Offer discounts, free products, or exclusive deals to encourage referrals. These incentives not only attract new customers, but also motivate referrers to return and buy more things to redeem their rewards.

Boost retention and repeat business
Referral programmes retain customers by rewarding both the referrer and the referred. This creates a win-win experience that increases the chances of future purchases from both parties and helps retailers grow a loyal customer base across multiple markets.

Easy to implement
Referral programmes can be plugged into your existing marketing strategy. Whether you promote your programme through email, social media or in-app notifications, referral marketing can fit into your brand’s customer experience and make it easy for customers to participate and refer their friends.

Scaling referral marketing for global retail growth

• Adapt to local markets: As you globalise, you need to adapt your referral incentives to the market. What works in one region may not work in another, so consider tailoring your rewards to local customer behaviour and expectations.
• Use social media: Referral marketing thrives on social media where customers naturally share their shopping experiences. Encourage them to post their referral links or codes on platforms like Instagram, Facebook, and Twitter to gain viral traction and reach new markets.
• OptimIse for growth: You can optimise referral marketing programmes with data. By tracking metrics like referral rates, conversion rates and customer lifetime value, you can continually refine your approach as you scale across multiple markets.