Bloom & Wild taps Mention Me tech for referral marketing push

Bloom & Wild says that, since implementing referral engineering platform Mention Me in 2014, it has turned customer advocacy into a primary growth driver for its business, delivering more than a quarter of a million referrals.

After launching its letterbox flowers in the UK eight years ago, Bloom & Wild has since expanded internationally into Ireland, Germany and Austria, and acquired Dutch competitor bloomon and French rival Bergamotte earlier this year.

Its referral programme has been key here, generating sales worth over £17 million while acquiring new customers, 35% of whom go on to share the brand with their own friends and family.

Today's the FINAL day of our 12 days of giveaways. ⭐️
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So head to the link below to enter for a chance to win 🎉 https://t.co/8jvHLbx5h5 pic.twitter.com/Ug4MI5IWny
— Bloom & Wild (@BloomandWild) December 12, 2021

Other key results from Bloom & Wild referral programme include: 86% of customers who see the referral offer share it with friends; 62% of referrals convert into new customers; Referred customers introduce 4.5x more new customers than non-referred customers.

The programme also helped Bloom & Wild grow its customer base during the pandemic, when people turned to online gifting to support loved ones from afar.

After keeping only its referral marketing channel on during April to June 2020, the brand grew referrals by 800% year-on-year (despite promoting it at fewer points in the customer journey).

It continues to work with Mention Me to experiment with its referral campaigns – including teaming with influencers and the Carers Trust charity – and optimise its programmes.

It’s also using the platform to learn more about customers in different markets, such as uncovering that using gender equitable language, instead of the grammatical norm, for their German customers saw an increase in engagement.

Since launching its referral platform in 2013, Mention Me has gone on to deliver more than 4.5 million referrals totalling over £1 billion in revenue for 450+ e-commerce brands.

It’s set to build on this with the recent recruitment of senior hires with the expertise and experience to position referral marketing as a key growth channel for e-commerce brands.

“Early on we identified that referral marketing was key to our growth,” says Lindsay Newell, Head of UK Marketing at Bloom & Wild.

“25% of customers discover Bloom & Wild through their friends and family. As well as acquiring new customers, referral fits so well with the nature of what sending flowers is all about: shared experiences.”

“It allows us to turn that into a sustainable marketing channel, backed by analytics and data that get to the heart of who customers are and how we can build better relationships with them.”

“The customers we acquire through referral are a great fit for our brand, with a significantly higher lifetime value than those acquired through paid social and paid search.”

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