Riff Raff & Co’s sleep toys are widely beloved by young parents, a close-knit community that tends to be particularly vocal and effective in sharing word-of-mouth. That’s why a referral program was a key part of their marketing strategy, and why ReferralCandy was the right choice for them.
Quick Stats: Riff Raff & Co Case Study
Riff Raff & Co sells a comforter-style sleep toy for babies and toddlers that helps them sleep better at night. It works by creating a positive association with the bedtime routine and sleep, allowing the babies to fall asleep easily.
Being a mum, Founder & ‘Chief of Sleepy Ops’ Emma Kruger fully understands the motherhood community is a closely-knit one. Mothers often shop at the same sections in grocery and department stores, and attend very similar activities, such as postnatal yoga and cooking classes. When they meet fellow mothers, they will likely chat about their experiences and what items/techniques have worked well for them. Hence, Emma knew word-of-mouth was really important for Riff Raff & Co.
“I always knew from my research when launching that a referral program was going to form a major part of our marketing. With much of our target market being mums, and me being a mum myself, I knew that the best people to promote our product were other mums - they are the ones they really trust.”
Mothers have a million things to do everyday and the last thing they want is to use something that has too many steps. If Riff Raff & Co. wanted their customers to adopt a new behavior, it would have to be super simple and require minimum mental energy.
A loyalty program with point accumulation wouldn’t work as that would be complicated. The best solution would be something customers can use immediately with little to no sign up process - and a simple, clear value proposition.
After comparing various solutions, Riff Raff & Co went with ReferralCandy because it was easy to use on both ends - the retailer and the customer.
Customers do not need to set up an account and can just focus on sharing their referral code. Intrepid parents who wanted to claim the referral reward could do so with just their email, too.
As for Emma’s team, they simply set the reward parameters and let ReferralCandy do the rest.
“One of the main reasons I decided to choose ReferralCandy was due to the ease of the program from both our end and the customers end...From our end it is the simple ‘set and forget’ process that is the best. I can go about the rest of my marketing knowing that ReferralCandy is doing all the promotion, monitoring and recording.”
Riff Raff & Co were able to generate incredible value from the effectiveness of their referral program, with 35% of sales coming from referrals.
What happy mums see in their inbox post-purchase
They gave away one whole toy (valued at $65) for 5 referral purchases.
It seemed to be quite a high reward initially, but it worked out as it showed their customers they were offering true value. By having a substantial reward, it gave customers the confidence and extra incentive to promote Riff Raff & Co to people around them.
They automated an email sequence for prospective customers to let them know that ‘you can earn one for free’ by sharing it with their friends. In doing so, they can earn one rather than buy it while Riff Raff & Co benefits from that additional exposure.
With ReferralCandy taking care of their referrals, the Riff Raff & Co team can focus their time and energy on delivering more amazing baby products and delivering more sleep to parents and babies all over the world.
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