Mention Me is an award-winning advocacy platform. We developed an automated machine learning system for them to target and segment customers based on their emotional engagement with brands to drive revenue and nurture advocacy.
Of referrals converted into new customers
More referrals from targeted customers
Engage current and future advocates to drive growth
In retail, advocacy is everything.
As the cost-of-living crisis sets in, customers are increasingly seeking brand recommendations from those they trust. Meanwhile, brands are under intense pressure to find channels that sustainably acquire high-quality customers who keep coming back. An effective referral channel that tracks and leverages brand advocates is a truly powerful way to acquire high-quality customers and drive exponential long-term growth.
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AI-optimised smart referrals and offers
We worked with Mention Me to develop a first-of-its-kind Propensity to Refer® system that applies machine learning to adjust targeting strategies based on customers’ readiness to refer.
This new AI system powers a core part of their recently launched Optimise offering. It uses artificial intelligence to assess customer profiles in real time and identify how likely they are to refer a friend post-purchase. Different customers can then be shown personalised offers – for instance, those customers with a high propensity to refer friends may be invited to do exactly that, while those less likely to refer may be offered a discount on their next order.
Not only does Propensity to Refer® operate in real-time for Mention Me’s customers - it also contains cutting-edge statistical approaches to ensure the performance of the models continue to improve over time. This means the longer the tool is used, the better the results.
When Mention Me implemented Propensity to Refer® at Moss Bros, they saw significant results within the first month.
First, it showed that customers with a high propensity to refer were sharing the brand with friends 6 times more than those with a low propensity to do so. Overall, 20% of the referrals converted into new customers. And even those existing customers who chose to claim a discount rather than refer friends were 23% more likely to purchase again.
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Case study: Mention Me
Turning advocacy into a key growth driver with machine learning tools
14%
20%
6x
Higher average
order value
Increased acquisition and retention rates
On average, referred customers were shown to be spending 14% more than customers acquired through other channels, proving just how important the referral channel is for increasing revenue.
Natalia Kirby, Digital Marketing Manager at Moss Bros, is in no doubt as to the value of the new system:
Mention Me lets us engage with every customer. Referral brings new customers in, then targeted offers turn shoppers into repeat customers. It’s the best of both worlds.
Natalia Kirby, Digital Marketing Manager at Moss Bros
Optimise is already being used by a number of Mention Me customers, such as Ted Baker and Rapha, and is currently being rolled out across their customer base as its success continues.
Optimise is already being used by a number of Mention Me customers, such as Ted Baker and Rapha, and is currently being rolled out across their customer base as its success continues.
Increased acquisition and retention rates
On average, referred customers were shown to be spending 14% more than customers acquired through other channels, proving just how important the referral channel is for increasing revenue.
Natalia Kirby, Digital Marketing Manager at Moss Bros, is in no doubt as to the value of the new system:
The data generated by the new system will support Mention Me and their customers in running more A/B tests to increase key metrics such as average order value. For example, companies may increase the minimum spend required for referral discounts or explore both fixed-sum and percentage discounts, among other incentive options.
Find out more about about our work in retail and consumer industries
The reality, however, is that only a percentage of customers will be willing to make a referral at any given time. Therefore, the trick is knowing who - and when - to ask for referrals and how best to incentivise those people. Get this wrong, and your campaign will be rendered ineffective. Indeed, half of all marketing executives agree that 26% of their budget is wasted on ineffective strategies and channels.
Mention Me are the world’s leading advocacy platform - harnessing the power of brand fans for over 500 brands including PUMA, PrettyLittleThing, Pret a Manger, Nutmeg, and Moss Bros. When they wanted to take their unique Referral Engineering® approach to the next level, they asked us to create an AI system that would unlock even more performance from their customers’ referral channel.
The data generated by the new system will support Mention Me and their customers in running more A/B tests to increase key metrics such as average order value. For example, companies may increase the minimum spend required for referral discounts or explore both fixed-sum and percentage discounts, among other incentive options.
Making referral a core marketing channel through highly targeted experiences
Roy Robinson, Chief Product Officer at Mention Me
Based on a decade’s worth of referral data, Mention Me empowers brands to serve highly targeted experiences across their marketing stack to turn every customer into a loyal brand fan. It’s the first step in a truly disruptive journey towards making referral a core marketing channel that provides indispensable advocacy insights.
More repeat purchases from previous customers
23%
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Among low propensity
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Get in touch
Turning advocacy into a key growth driver with machine learning tools
Case study: Mention Me
Get in touch
More referrals from targeted customers
Among high propensity to refer customers
6x
Higher average order value
Among referred customers
14%
Of referrals converted into new customers
20%
More repeat purchases from previous customers
Among low propensity to refer customers with a discount
23%
The reality, however, is that only a percentage of customers will be willing to make a referral at any given time. Therefore, the trick is knowing who - and when - to ask for referrals and how best to incentivise those people. Get this wrong, and your campaign will be rendered ineffective. Indeed, half of all marketing executives agree that 26% of their budget is wasted on ineffective strategies and channels.
Mention Me are the world’s leading advocacy platform - harnessing the power of brand fans for over 500 brands including PUMA, PrettyLittleThing, Pret a Manger, Nutmeg, and Moss Bros. When they wanted to take their unique Referral Engineering® approach to the next level, they asked us to create an AI system that would unlock even more performance from their customers’ referral channel.
Mention Me lets us engage with every customer. Referral brings new customers in, then targeted offers turn shoppers into repeat customers. It’s the best of both worlds.
Natalia Kirby, Digital Marketing Manager at Moss Bros
Making referral a core marketing channel through highly targeted experiences
Based on a decade’s worth of referral data, Mention Me empowers brands to serve highly targeted experiences across their marketing stack to turn every customer into a loyal brand fan. It’s the first step in a truly disruptive journey towards making referral a core marketing channel that provides indispensable advocacy insights.
Roy Robinson, Chief Product Officer at Mention Me
Find out more about about our work in retail and consumer industries