Advance Auto Parts Drives a 25% Conversion Rate with Referral Marketing
Advance Auto Parts has mature online marketing programs and was looking for cost effective ways to reach additional audiences. With an industry-leading social presence, Advance Auto Parts knew a number of its customers were recommending the brand to their friends, but wanted to better understand the value referrals brought to the business.
“Advance Auto Parts’ customers are true car enthusiasts, and are our biggest asset when it comes to marketing our brand. With our referral program, we are able to encourage those peer to peer conversations and turn them into something tangible — sales.” — Heath Bradbury, eBusiness Marketing Manager
Aware that its customers were referring their friends to the brand, the marketing team at Advance Auto Parts used Extole’s referral marketing platform to build a referral program that they could manage, measure, and optimize. With Advance Auto Parts’ unique audience segments (both car enthusiasts and everyday people just looking fix parts on their cars), it was imperative that all parts of the referral experience including call to action, promotion, and incentive could be optimized in order to ensure participation. The team at Advance Auto Parts identified a very effective end-to-end approach that encourages Advance Auto Parts’ customers to tell their friends about the brand.