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India based Healthkart experiments with referral marketing

After shopping for books, gadgets and apparels online, Healthkart.com seeks to provide nutritional products, healthcare supplements and items for beauty and personal care on the web platform. Healthkart employed referral marketing to get more consumers online and buy product by accessing its website through social media platforms.

Background
Through its latest campaign, Healthkart attempts to drive social reach of its products and sales through word of mouth marketing. It will be interesting to see how Healthkart reached over a 500,000 consumers through social media in just two months.

Referral marketing refers to promoting the sale of a product or a service through referrals or recommendation, i.e. word of mouth. It is an effective and low cost marketing model to increase registrations on the ecommerce website.

The referral programme is an ongoing promotional campaign and has shown phenomenal response in two months since its launch.

Execution
Healthkart had targeted social media platforms such as Facebook and Twitter and the user was given a coupon of INR 250 on his email on every purchase a friend made through the social media referral.

Healthkart employed the referral programme to enhance its visibility and people contributed to the activity to earn discount coupons by referring Healthkart.com’s services and products to friends on social media platforms.

The customer referral programme software, Invite Referrals tracks each share and invite send over social media that result into referral site visit and final sale to reward the referrer.

Healthkart integrated all its promotional messages across various consumer touch points to  give its consumer a seamless experience. The user accessed the website through the his Facebook page, then the referral message showed on the shoppers shopping cart prompting the user to recommend Healthkart to his friend on social media. Finally, an email was sent to the entire consumer base to participate in the referral programme to win sale coupons.

HealthKart also took the mobile application path and launched the InviteReferrals app that would help the users to refer the service to friend and earn sale coupons.

Result
In two months, more than 500,000 consumers have driven referral sales via Facebook and Twitter. On Twitter, users shared tweets talking about the online platform and the products offered by HealthKart using its official Twitter handle and hashtag for referrals. InviteReferrals.com helped provide further analysis on the social media activities like the number of shares, referral visits and the rise in sales through social media platforms such as Facebook and Twitter.

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