Case Study: Ribble Cycles achieves 32% higher AOV from referred customers with Mention Me

How referral marketing is helping Ribble harness the advocacy cycle

Ribble, one of the world’s oldest bike manufacturers, expanded from bikes into a wide range of cycling kit and accessories and relies on a direct‑to‑consumer model and a loyal customer base. Their challenge was to turn that loyalty into measurable advocacy by encouraging, incentivising and tracking referrals across multiple channels.

They implemented Mention Me’s refer‑a‑friend platform — using name‑sharing and A/B testing to capture and optimise advocacy — which made sharing easy and helped tailor rewards by segment. The programme drove strong results: referred customers had 32% higher AOV, brand sharing increased 64% since launch, over 11% of referral purchases came via name sharing, and more than a third of referred revenue in 2017 came from repeat orders.

Ribble Cycles

Matthew Lawson

Chief Digital Officer