A message from a friend or family member has far more meaning than one sent by a brand. We know this to be true and surveys confirm it. It’s also what the Advance Auto Parts refer-a-friend program is built on. That’s what Internet Retailer learned from Heath Bradbury, the auto-parts retailer’s Manager of Digital Marketing and Innovation.
Bradbury talked to editor Zak Stambor about how Advance Auto Parts uses referral marketing to identify brand advocates and determine their ROI. “We know there are people out there who are great advocates for our brand,” he said. “But there isn’t always an easy way to understand the value of those shoppers. The refer-a-friend program puts an ROI on brand advocates and their ability to bring new customers into our brand while, at the same time, giving something back to those great advocates.”
Bradbury also said that the customers who come in through referrals are clearly better customers than those who come in through other channels. (Learn more about the six reasons referred customers are your best customers.)
We know there are people out there who are great advocates for our brand….The refer-a-friend program puts an ROI on brand advocates and their ability to bring new customers…
What’s next for the Advance Auto Parts program? Bradbury says that in the near future, he’s looking to target top advocates with a richard reward than other advocates get for referring.
Read “Customer referrals produce better customers for Advance Auto Parts” at Internet Retailer.