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What is a referral program

A referral program (or referral program) within a loyalty program is a marketing tool that:

• Motivates existing customers to recommend the store to their friends
• It rewards both existing customers ("referrer") and new customers ("referee")

It brings several key benefits for the trader:

• Acquiring new customers at low cost
• Higher credibility because the recommendation comes from a satisfied customer
• Increase loyalty of existing customers
• Better customer retention, because referred customers tend to be more loyal
• Organic growth of the customer base
• Measurable results of marketing activities

Typically, it works by giving an existing customer a unique code or link that they can share. When someone new buys through that link, both customers get some form of reward (points, etc.).

Ellity referral works like Give&Get

Ellity's referral program is based on the principle of mutual rewards, where both parties benefit - the existing customer and the newcomer.

GIVE (Donate)

• Existing customers share their unique referral code with friends (social networks, web, video, email, etc.)
• When a new customer enters the e-shop with a referral link, a registration form with information about the reward for the first purchase is displayed. The reward for the first purchase is calculated from the redemption coefficient and points for registration (for example, 1 point=1CZK and registration=100 points equals 100 CZK).
• After registration, the customer can immediately redeem points on the first purchase

GET (Get)

• Existing customers will be rewarded for their referrals according to their chosen referral reward strategy
• Based on the measurements, you can give the best referrers a free shipping coupon, a gift or other reward, for example.
• When submitting an order, the referral code is inserted in the background of the order note in the format #REFERRAL:xxxxxxx#. This way Ellity can credit points to an existing customer as a reward for bringing in a new customer.

Benefits

• Creates a win-win situation for all parties involved
• Supports organic growth of the customer base
• Builds a community of satisfied customers
• Increases brand credibility through personal recommendations

This system effectively motivates existing customers to spread brand awareness while providing an attractive sign-up bonus to new customers.

Rewards strategy

There are two reward strategies. The first strategy allows you to set specific rewards for the first, second and subsequent purchases. The second strategy is based on time intervals from the first purchase (e.g. first month, year or even lifetime). Rewards can be defined either as a fixed point value or as a percentage of the order value. Percentage rewards are automatically converted to points according to a set default redemption factor. The system applies the rules sequentially in the order in which they are defined. Points are credited to the account after the order is paid. In case of cancellation of the order, the points are debited.

Strategy by order of purchase

The customer receives 100 points for the first purchase of the customer brought in. For the second purchase he gets 50 points and for the third purchase he gets 10 points.

Or the customer will receive 5% of the order converted to points for the first purchase of the referred customer and then 1 point for subsequent purchases.

Strategy according to the time since the first purchase of the customer

For all purchases made within the first month of the first purchase (including the first one), the referrer will receive a reward of 3% of the purchase, converted into points. In addition, for the first year, the referrer will receive 10 points for each purchase and 1 point from each purchase thereafter.

Or they get 2% of every purchase for the first year and then nothing.

There are plenty of options, it's up to you to work out what you want to offer your customers in return for referrals.

Where does the customer find their referral link?

The customer will find their referral link in their profile after logging in. He has the option to copy the link and use it in his content. Or he can directly create a social media post, create an email or send it via Whatsapp.

At the same time, you are telling him what reward he will get for bringing in a customer and what reward the brought-in customer will get.

For more information, click on the More about referral program button.

Information about the referral program is also entered into the bonus subpage.

If you need to notify your information system or another service you use that a customer has been rewarded for a referral, you can set up a webhook to send a message when an account change is made.

The texts can be customised (see below).

What options does he have for sharing his referral line?

• Facebook, X (Twitter), Pinterest, Instagram
• WhatsApp
• SMS
• Email
• Web and other content - simply copy your referral link and use it in your content

Measurement of the referral program

In the Ellity console, you can see an overview of referral usage over time. You can see the percentage of visits and conversions. You can also see the TOP converting referrals, i.e. the customers whose referrals were used the most to convert in a given period. You can filter the report by period, customer or event type (visit, conversion).

A visit is the customer's access to the e-shop with a valid referral. The customer's further passage through the e-shop for a possible first purchase is not tracked further. The conversion occurs as soon as the customer submits the order with the referral.

Setting up a referral program

Go to Settings - Referral program in the console.

First, select the desired strategy. Then create individual reward rules for the selected strategy. You can specify the reward value in points or in percentages. You can simply toggle this on the right of the line with the percentage or point symbol.

If you have selected a strategy based on the number of purchases, you specify the rules for each purchase order.

If you have selected a time interval strategy, you enter the number of days since the first purchase for the rule.

There is always a "Subsequent" rule where you specify the default reward for a condition that does not match any previous rule. It is used to specify the lifetime reward.

Other settings are related to enabling the referral program for certain groups of customers and setting the form that will be displayed after entering the e-shop via the referral link.

The time limit for completing a purchase determines how much time a referred customer has to make their first purchase before the referrer is rewarded for that purchase. Technically, this is handled through the validity of the first-party cookie. The customer must complete the purchase on the device on which they first accessed the e-shop.

As already mentioned, you can disable the referral program for certain groups of customers. Excluded customers will not see their referral link in their profile. If he already shares his link, he will not be rewarded for purchases made through it.

You can also set which other data should be displayed on the registration form of the brought customer. The registration form will be displayed if the customer is not logged in, came via a referral link and the reward for the first purchase is higher than 0 (via registration reward and redemption factor). In the default state of the form, only email, password and consent to subscribe to the newsletter are required. If you have a mandatory Date of Birth field set in the Shotpet admin, you must also select it as mandatory in Ellity, etc.

Once you have everything you need set up, turn on the referral program at the top of the settings and press save.

When is the referrer's remuneration applied?

Once the referred order goes to the paid status, the referral program is enabled and the reward is set to more than 0, the referrer is credited with the reward.

If a cancellation (or cancellation of payment) occurs and a gratuity has been applied, the gratuity will be debited from the referrer's account. The amount of points actually earned will be debited (changes in the amount of the reward during the validity period of the order are not taken into account).

How to edit the referral program texts?

In the HTML editor of the Shoptet administration, you can now add your own texting (the whole range of texts is not yet supported, only the main ones, including the referral). Just add this code snippet to the header and edit the text. The texts from the customer profile, the registration form and the post and email texts are included.

<script>
window.ellity = window.ellity ||{}
window.ellity.resources = {}
window.ellity.resources.shared = {
    "cs.referral.title":"Referral program",
    "cs.referral.description":"<h1>Doporučte e-shop svým přátelům</h1><p>Sdílejte svůj referral link na sociálních sítích, webových stránkách, v e-mailových kampaních, ve videích nebo v jakémkoli jiném obsahu. Vaši přátelé získají slevu {{price}} {{currency}} na první nákup.</p><p>{{rulesDescription}}</p><div>{{rulesTable}}</div><div><p>Je to jednoduché! Začněte již dnes!</p></div>",
    "cs.referral.moreInfo":"Více o referral programu",
    "cs.referral.registerTitle":"Získejte slevu {{price}} {{currency}} na první nákup",
    "cs.referral.registerDescription":"Zaregistrujte se do našeho věrnostního programu, sbírejte body a užívejte si výhody členství. Registrací získáte slevu {{price}} {{currency}}, kterou si můžete uplatnit ihned na první nákup.",
    "cs.referral.registerButton":"Získat slevu",
    "cs.referral.shareTexts.instagram":"🎁 Mám pro vás tip! Získejte slevu {{price}} {{currency}} na první nákup v tomto skvělém e-shopu. Stačí se zaregistrovat přes tento odkaz: {{link}}. Kvalitní produkty, rychlé dodání a skvělý zákaznický servis. Určitě vyzkoušejte! 💝",
    "cs.referral.shareTexts.twitter":"🎁 Mám pro vás tip! Získejte slevu {{price}} {{currency}} na první nákup v tomto skvělém e-shopu. Stačí se zaregistrovat přes tento odkaz: {{link}}. Kvalitní produkty, rychlé dodání a skvělý zákaznický servis. Určitě vyzkoušejte! 💝",
    "cs.referral.shareTexts.pinterest":"🎁 Mám pro vás tip! Získejte slevu {{price}} {{currency}} na první nákup v tomto skvělém e-shopu. Stačí se zaregistrovat přes tento odkaz: {{link}}. Kvalitní produkty, rychlé dodání a skvělý zákaznický servis. Určitě vyzkoušejte! 💝",
    "cs.referral.shareTexts.email":"🎁 Mám pro vás tip! Získejte slevu {{price}} {{currency}} na první nákup v tomto skvělém e-shopu. Stačí se zaregistrovat přes tento odkaz: {{link}}. Kvalitní produkty, rychlé dodání a skvělý zákaznický servis. Určitě vyzkoušejte! 💝",
    "cs.referral.shareTexts.emailSubject":"🎁 Mám pro vás tip na skvělý e-shop.",
    "cs.referral.shareTexts.whatsapp":"Mám pro vás tip! Získejte slevu {{price}} {{currency}} na první nákup v tomto skvělém e-shopu. Stačí se zaregistrovat přes tento odkaz: {{link}}. Kvalitní produkty, rychlé dodání a skvělý zákaznický servis. Určitě vyzkoušejte!",
}
 </script>