Ocado partners with Buyapowa to supercharge customer-get-customer acquisition

Buyapowa today announced a new deal with the UK’s leading online retailer Ocado to supercharge ‘Invite-a-Friend’ marketing for the brand’s customers.

By integrating the Buyapowa technology into its website, the retailer will incentivise all of its customers to refer their friends and family with easy to use integrated sharing tools for email, social networks, SMS, and instant messaging apps like Whatsapp. Referrals will be tracked by the Buyapowa platform and reflected in leaderboards where customers can compete to win rewards.

The Invite-a-Friend programme will run continually on the Ocado site, with the themes and rewards changing regularly to keep the campaigns fresh and relevant to key events in the retailer’s calendar. By combining concepts like personal rewards, gamification and communal targets, Ocado will look to motivate as many customers as possible to take part by rewarding both individuals and groups for their referral efforts.

Thomas Tomaidis, head of marketing and insight for grocery at Ocado, said: “At Ocado we are delighted when our satisfied customers help spread the word about our fantastic service. Having run invite-a-friend schemes in the past, we’re are excited to test the potential of the Buyapowa software to generate large scale referrals.”

Gideon Lask, CEO, Buyapowa, said: “This is about restoring word of mouth marketing to its rightful place as the top priority for brands and retailers.

By combining concepts such as personal rewards, gamification and communal targets, we incentivise referrals by a large percentage of customers because we provid something for everyone, either as an individual referrer or as part of the entire group. In contrast to traditional referral schemes, which attract participation from only a tiny percentage of customers and are predominantly ‘one to one’ referral schemes, this is about convincing lots of customers to go the extra mile and enabling ‘one to many’ referrals.

We can’t wait to see the power of the platform combined with the strength of Ocado’s brand and customer base.”