Case Study: O2 Germany
'The flexibility offered by OMG Refer has allowed us to create a campaign that really suits our customers.
We've seen a significant sales increase since we started using the program, with excellent ROI.'
Matthias Hon, Senior Online Sales Programme Manager, O2 Germany
Background
O2 wanted to add OMG Refer to its referral programme alongside an in-house ‘member get member’ solution offering gifts in return for referrals. The programme went live in November 2007.
Strategy
O2's Refer programme is promoted on-site (for example, through product pages for specific models of mobile phone) and occasionally through email newsletters. To complement its existing gift-reward programme, O2 opted for a cash reward.
One of the most appealing aspects of OMG Refer was its flexibility, which has allowed O2 to adapt and optimise the programme over time. Tiered rewards have been introduced, along with a commission-sharing setup that rewards the recipient as well as the referrer.
Flexibility of reporting has been another key success factor. O2 has been able to optimise the mix of data used for in-house decision-making, giving more prominence to the statistics that have most importance to them. Comprehensive reports allow us to offer proactive, informed advice on how the campaign could be developed and improved.
Results
The programme has been an unqualified success for O2. Sales through referrals now account for a significant percentage of the company’s online revenue in Germany.
