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. OMG Refer is so flexible, it’s allowed O2 to adapt and optimise their programme over time. Tiered rewards have been introduced, along with a commission-sharing setup that rewards the recipient as well as the referrer. O2 have found the flexibility of reporting really impressive too. They’ve been able to optimise the mix of data used for in-house decision-making, giving prominence to statistics most relevant to them. Comprehensive reports also allow us at OMG 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