When UK fashion brand Needs No Label teamed up with Soreto, they weren’t just looking for another short-term sales boost. They wanted to build something bigger; a community of customers who would proudly share their purchases, advocate for the brand, and drive sustainable growth through trust, not just discounts.
Like many fast-growing eCommerce brands, they were facing a familiar challenge: digital ad costs were climbing, audiences were becoming harder to reach, and traditional paid channels were delivering diminishing returns. They needed a new way to grow, one that rewarded loyalty, amplified reach organically, and felt authentic to their brand values.
Here’s how they turned that goal into measurable results, scaling their referral programme and achieving a 15% uplift in new customer acquisition.
Step 1: Strategy and Setup – Building a Referral Programme That Scales
Understanding the challenge
Needs No Label is an inclusive, trend-led fashion brand known for occasion wear that celebrates diversity and self-expression. But with rising ad costs and crowded digital competition, they needed a smarter way to grow without depending on paid media.
Designing the right solution
Soreto built a referral programme tailored to their audience. Instead of a one-size-fits-all campaign, it was designed to feel like a natural extension of the brand’s voice- flexible, authentic, and easy to share.
Making referrals visible
To maximise impact, referral invitations were placed where engagement was highest: immediately after checkout, on a dedicated Refer a Friend page, and through ongoing CRM activity. The goal was to keep advocacy top of mind at every key customer moment.
Meeting customers where they share
Sharing was made simple and social. Customers could refer friends through WhatsApp, and Instagram- removing friction and letting them spread the word through the channels they already use daily.
Step 2: Overcoming Early Challenges
Like any performance channel, referrals take time to build awareness and momentum. Needs No Label had to tackle three early obstacles.
Finding the right incentive
Too small a reward, and customers ignore it. Too large, and margins suffer. The key was finding the balance, an offer valuable enough to motivate sharing but sustainable for the brand long-term.
Building confidence and trust
Customers only refer brands they believe in. Every element of the referral journey, from the visual design to the messaging was built to reinforce trust and credibility, ensuring that advocates felt proud to share.
Step 3: Performance and Results
Once the system was live and optimised, results began to accelerate.
- 12% of all customers enrolled in the referral programme
- 40% of customers who saw the invite clicked through to the reward page
- 32% of those clicks converted into real purchases
- 11% increase in first-purchase average order value (AOV)
- 15% uplift in new customer acquisition driven by referrals
These numbers tell a clear story. The referral programme didn’t just perform — it added meaningful, measurable value to both acquisition and revenue.
Step 4: What Made It Work
1. Multi-touchpoint visibility
By appearing in multiple places- post-purchase lightboxes, dedicated landing pages, and CRM reminders; the referral message stayed visible and relevant.
2. Starting with loyal customers
The programme targeted Needs No Label’s most engaged audience first. By activating those who already loved the brand, they built credibility and momentum faster.
3. Frictionless sharing
Making it easy to share was essential. One click to send via WhatsApp or social channels led to a sharp rise in participation.
4. Building brand advocacy, not just acquisition
Every share was more than a transaction. It was a public endorsement of the brand’s values and style, amplifying awareness and trust far beyond direct conversions.
Step 5: How Other Brands Can Replicate This Success
- Identify your key touchpoints: Add referral prompts where emotional engagement peaks, such as order confirmations or on loyalty pages.
- Promote regularly: Keep advocacy alive through CRM and social campaigns instead of treating referrals as a one-time push.
- Simplify sharing: The easier it is to share, the higher your conversion rate will be.
- Measure beyond sales: Referrals lift awareness, engagement, and social proof, all critical to long-term growth.
Step 6: The Takeaway
Needs No Label’s success shows what happens when Referral Marketing becomes a core growth strategy instead of a one-off campaign. By making advocacy easy, visible, and rewarding, they built a programme that scaled naturally, drove new customers, and deepened loyalty.
Their results highlight what every modern brand is learning: paid channels will always fluctuate, but advocacy endures. A single referral programme can compound value across acquisition, retention, and brand perception, turning every customer into a potential growth partner.
If your brand wants to achieve similar results, explore Soreto Ignite our solution for SME’s ready to build high-performing referral programmes that convert.
Book a demo here to see how Soreto can help you turn customers into advocates and click here to see the full case study.
