Natural & Organic Children’s Clothing
How MamaOwl Generated £15,807 in Referral Revenue Through Community-Powered Word-of-Mouth
MamaOwl, a UK-based retailer specializing in merino wool and organic clothing for babies and families, faced the challenge of acquiring customers in a premium market where trust and personal recommendations matter most. Rather than rely solely on paid advertising, the brand turned to Bloop to activate their existing community of conscious parents as brand advocates.
“The program has allowed us to reward our loyal customers while bringing new families into our community who share our values around natural, ethical clothing for children.”
Company profile
MamaOwl serves parents and caregivers seeking natural, toxin-free clothing for babies and children aged 0-8 years. Founded on principles of conscious and thoughtful living, the brand curates merino wool base layers, organic knitwear, and sustainable accessories alongside toys and books. With customers across the UK, EU, and US, MamaOwl has built a dedicated following through its Facebook group “the MamaOwl Wool Lovers Club” and educational content around wool care.
The brand’s premium positioning—with products ranging from £13 to £257—reflects its commitment to quality, durability, and ethical sourcing. MamaOwl maintains both an online store and retail shop presence, supported by a 28-day return policy and free UK shipping over £50.
Industry
Apparel
Referral revenue
£15,807
Location
United Kingdom
Problem
MamaOwl faced a common challenge in the premium children’s apparel market: customer acquisition costs that don’t scale. Parents buying merino wool and organic clothing for their children conduct extensive research before purchasing, often seeking recommendations from trusted sources.
Traditional advertising struggled to convey the tactile quality and ethical values that define the brand. The company needed a way to activate their most satisfied customers—parents who had experienced the comfort and durability of natural fibers firsthand—and turn their genuine enthusiasm into new customer acquisition.
Solution
MamaOwl implemented Bloop’s referral program to transform their existing community into a structured advocacy channel. The program offered a straightforward double-sided incentive: both the referring customer and their friend received a £10 coupon toward their next purchase, with minimum purchase requirements ensuring quality over volume.
The brand activated several key Bloop features:
- Community Integration: MamaOwl surfaced referral opportunities within their existing Facebook group and post-purchase flows, making it natural for satisfied customers to share.
- One-Click Sharing: Customers could share their referral link directly without needing to remember or manually enter codes.
- Automated Reward Delivery: Both the advocate and their referred friend received their coupons automatically once the purchase was complete, removing friction from the experience.
- Real-Time Tracking: The team could monitor which customers were driving referrals and which products were most frequently purchased through the program.
The program design aligned with MamaOwl’s brand values—offering rewards that felt generous without undermining the premium positioning, and creating a system that rewarded genuine recommendations rather than aggressive promotion.
Result
Over 12 months, MamaOwl’s referral program generated measurable business impact:
Revenue perfomance
- £12,951 in revenue from referred customers (new customer purchases)
- £2,856 in revenue from referring customers (repeat purchases using their rewards)
- £15,807 total referred revenue
- Average referred order value of approximately £97
Program Engagement
- 984 customers enrolled as program members
- 133 successful referrals completed
- Average of 11 successful referrals per month
- 13.5% of members successfully referred at least one friend over the program’s lifetime
The results demonstrate that referral works particularly well in MamaOwl’s category. Parents who trust the brand enough to dress their children in merino wool carry significant influence with other parents facing similar decisions. The £97 average order value from referred customers indicates these weren’t bargain hunters—they were quality-focused buyers who arrived pre-sold on the brand’s values through a trusted recommendation.
Equally important, the £2,856 in referrer revenue shows that advocates returned to redeem their rewards and make additional purchases, strengthening customer lifetime value beyond the initial referral.
If you’re a Shopify merchant looking to turn customer recommendations into a measurable growth channel, Bloop makes it simple. Set up your referral program in minutes, customize rewards to fit your margins, and start tracking every share and conversion.
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