6 Ways Brands Are Driving WOM in the Beauty Industry
As with the constantly evolving beauty industry, here are 6 ways these big brands are keeping up and going beyond.
This week, we're taking a look at True&Co.
True&Co is an online lingerie store that uses a special algorithm to figure out a lady's bra size, and then recommend lingerie that cater to their personal sizes. They even provide a home-fitting service, so that totally eliminates the trip to the dressing room.
Here's what we felt after exploring their site: they sure know how to refer people.
On their website, the referral button sits comfortably on the top left-hand corner, with the gold ribbon getting just the right amount of attention.
The referral page itself reflects simplicity, first with the phrase 'Get $25 off at True&Co.' Our resident referrer, Alice, only has to give her referral email address before she can refer her friend, Brenda (She's not referring Bob this time, for obvious reasons). She can then share by entering her friends' email addresses, sending a personalized link, or through Facebook.
All that can be done without Alice creating an account, which is pretty cool. She won't get any emails from True&Co at this point, either.
We really liked how Alice could refer her friends without creating an account, as there might be scenarios where some people might not want to create an account just to refer their friends. An example would be a guy who decides that his female friends would really benefit from the $25 credit and online fitting quiz. He wouldn't create an account just to he can refer his friends, and this aspect of True&Co's referral concept works superbly in this situation.
In fact, this is a great solution for businesses that cater to a niche / specific demographic audience, as people out of that demographic category can still utilize the referral program to invite their friends.
True&Co does a good job of making account creation as simple and natural as possible. After redeeming the $25 credit code, Brenda will be prompted to take part in the '5-minute fitting quiz'. More on the fitting quiz here.
After answering about 14 questions, the end of the quiz will lead you to create an account, by simply providing your email and password. This sounds simple, and probably not too special, but it's the way in which the account creation is presented that caught our attention.
True&Co presents the following referral message "Now unlock your personal shop! Access exclusive lingerie that fits you when you create an account". By giving their consumers access to their own personal shop, as well as exclusive lingerie hand-picked by the algorithm, it helps to make the customer feel special. People generally like to be rewarded, and especially so when the rewards are created just for them.
This, and the fact that only an email and password is required to create an account, makes it really compelling for the customer to go through with it. Of course, the fitting quiz and $25 credit are pretty strong factors, but it is the presentation and clean referral template that makes the customer feel exclusive and special.
That experience alone is priceless.
Here's an overview of True&Co's referral program:
NameTrue&CoProduct / service typeLingerieReferral methodUnique referral URL, Email, FacebookReferral IncentiveWhen referred friend purchases products totaling more than $100:
- $25 discount promotion code
Referred Friend OfferAfter clicking on the referral link:
- $25 discount promotion code (applicable for first purchase; within 7 days of receiving an email with promotion coupon)
Be sure to check out True&Co, and stay tuned for more fashion referral programs!