Customer Referral Programmes

Matt Edmundson introduces the FUEL Framework (Foundation, Unlock, Elevate, Leapfrog) as a systematic approach to customer growth that addresses rising acquisition costs—which have surged 222% since 2013. Rather than choosing between acquisition and retention or over-relying on paid advertising, the framework provides a strategic roadmap covering email optimization, referral programs, strategic partnerships, advanced segmentation, and experimental tactics that help eCommerce brands build sustainable, diversified customer acquisition systems capable of weathering platform changes and algorithm shifts whilst maintaining profitability.

Matt Edmundson reveals why most Black Friday campaigns fail by treating all customers equally. Learn the VIP list strategy that lets your best customers test offers early, reduces customer service pressure, and turns loyal buyers into your biggest competitive advantage. Discover customer segmentation tactics, SMS marketing for Black Friday, and how to build exclusive experiences that maximise lifetime value rather than just weekend revenue.

Luke Yarnton shares game-changing insights on building authentic influencer programmes, revealing that the average brand has 200-250 potential influencers per 10,000 customers. His most surprising finding? Offering partial refunds instead of payments for content creation increases response rates from 3-5% to over 50%, completely transforming how brands can activate their customer advocates.

Raul Galera's Ecommerce Agency Confidence Index reveals how global uncertainty affects online sales, from submarine disasters to election anxiety. Despite rising price sensitivity, brands increasingly favour agencies over in-house teams for their collective intelligence. The solution? Building customer advocacy programs that create uncertainty-resistant business models, transforming customers into marketing assets who promote brands regardless of external market conditions.

In this episode of the Ecommerce Podcast, host Matt Edmundson engages with Phil Carr from Upzelo to explore innovative strategies in ecommerce, focusing on referrals and customer retention. Phil shares insights from his journey, including his experience with MyPT Hub and the development of Upzelo, a platform designed to enhance customer loyalty and referrals through cutting-edge technology. The discussion delves into the use of wallet passes for seamless referrals, the importance of user experience, and the potential of integrating lifestyle and environmental factors into loyalty programs. Phil also highlights the evolving landscape of ecommerce, where traditional referral methods are being reimagined to create more engaging and effective customer interactions.

Discover how personalising customer touchpoints can increase lifetime value by 300%. Matt Barnett reveals why eCommerce businesses obsess over acquisition whilst neglecting retention, and shares his framework for building genuine relationships at scale. Learn the four critical moments in the customer journey, why automating processes beats automating relationships, and how to turn customers into advocates who actively recruit new business. Includes actionable strategies for implementation regardless of business size.