Now, we’re taking a look at True&Co.
True&Co is an online lingerie store that uses a special algorithm to figure out a lady’s bra size, and then recommend lingerie that cater to their personal sizes. They even provide a home-fitting service, so that totally eliminates the trip to the dressing room.
Here’s what we felt after exploring their site:
1. Their referral program is very subtle and minimalistic. No frills.
On their website, the referral button sits comfortably on the top left-hand corner, with the gold ribbon getting just the right amount of attention.
The referral page itself reflects simplicity, first with the phrase ‘Get $25 off at True&Co.’ Our resident referrer, Alice, only has to give her email address before she can refer her friend, Brenda (She’s not referring Bob this time, for obvious reasons). She can then share by entering her friends’ email addresses, sending a personalised link, or through Facebook.
All that can be done without Alice creating an account, which is pretty cool. She won’t get any emails from True&Co at this point, either.
The referral email that Brenda will receive is just as simple: simply click the link provided, and enter her own email to redeem the $25 credit code.
We really liked how Alice could refer her friends without creating an account, as there might be scenarios where some people might not want to create an account just to refer their friends. An example would be a guy who decides that his female friends would really benefit from the $25 credit and online fitting quiz. He wouldn’t creating an account just to he can refer his friends, and this aspect of True&Co’s referral concept works superbly in this situation.
In fact, this is a great solution for businesses which cater to a niche / specific demographic audience, as people out of that demographic category can still utilise the referral program to invite their friends.
2. Their account creation process is very smooth and natural.
True&Co does a good job with making account creation as simple and natural as possible. After redeeming the $25 credit code, Brenda will be prompted to take part in the ‘5-minute fitting quiz’. More on the fitting quiz here.
After answering about 14 questions, the end of the quiz will lead you to create an account, by simply providing your email and password. This sounds simple, and probably not too special, but it’s the way in which the account creation is presented that caught our attention.
True&Co presents the following text “Now unlock your personal shop! Access exclusive lingerie that fits you when you create an account”. By giving their consumers access to their own personal shop, as well as exclusive lingerie hand-picked by the algorithm, it helps to make the customer feel special. People generally like to be rewarded, and especially so when the rewards are created just for them.
This, and the fact that only an email and password is required to create an account, makes it really compelling for the customer to go through with it. Of course, the fitting quiz and $25 credit are pretty strong factors, but it is the presentation that makes the customer feel exclusive and special.
That experience alone is priceless.
Ensure that the user experience is as smooth and natural as possible
- Don’t neglect those outside of your target audience demographic. Even if your product / service caters only to a specific demographic group, you can still allow those who are out of that group to refer their friends, as they might know someone who is interested.
- Strive to make your customers feel special and happy. When you provide your customers with a unique reward / service, it makes them feel special, and that’s very, very important.
Here’s an overview of True&Co’s referral program:
Overview of Referral Program
|Product / service type||Lingerie|
|Referral method||Unique referral URL, Email, Facebook|
|Referral Reward||When referred friend purchases products totalling more than $100:– $25 discount promotion code|
|Referred Friend Offer||After clicking on referral link:– $25 discount promotion code (applicable for first purchase; within 7 days of receiving email with promotion coupon)|