Missguided to encourage brand advocacy with new referral tool

Missguided is setting up a system that will see its brand advocates rewarded with special offers.

The online fashion house has a rapidly growing customer base, with many of them prolific users of social media, and the company is looking to provide a platform where its shoppers can share their positive experiences of the brand to drive new customer acquisition.

When Missguided's customers chat about their latest purchase they can tell their friends to enter their name at the online checkout, which will prompt a special offer for the individual who made the referral.

Retail solutions provider Mention Me's software as a service technology has been implemented to support the referral process.

Nicola Fox, head of CRM at Missguided, said: "We are constantly looking at how we can engage with our customers in their online journey.

"Having recently launched online reviews, referrals is the obvious next step to capitalise on our positive brand sentiment. The Mention Me solution enabled us to get up and running quickly and we love the "refer by name" functionality which makes it easy for referrals to become part of a natural conversation."

And Missguided is not the only retailer looking to leverage the power of customer reviews and experiences as a central part of its marketing artillery.

In an interview with Essential Retail earlier this year, Hobbycraft CEO Catriona Marshall revealed her aim was to use digital platforms to enable the arts and crafts retailer's customers to do the marketing on the company's behalf.

Launching technology from Olapic on its website has allowed customers to upload images of the items they have crafted using the retailer's products. These images are then distributed to relevant categories on the site as a means of inspiration to other customers.

"Our long-term strategy is very much, through digital, creating a community and using that community to generate their own content and share it," she explained to this publication.

"The plan is to use as little paid for marketing as humanly possible because you can't afford to develop a business on Google search."