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Drapers Digital Forum: Word of mouth boosts fashion customer loyalty

Customer referral boosts customer acquisition by 10% to 30%, marketing referral firm Mention Me told Drapers Digital Forum in London today.

Mention Me chief executive Andy Cockburn said building on word of mouth is perfect for the fashion industry: “Fashion is designed to be shown off. Every time a brand is worn, it is an opportunity for the brand to be shared. It’s about translating that into sales.”

Cockburn said customers who find a brand through referral spend between 10% and 25% more than other shoppers on their first order, and they stick with the brand for twice as long.

He added that giving shoppers a product “worth talking about”, making it easy for them to share and asking them to do so at the right time are key. 

 

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