Why Integrate an Ambassador Program on Your E-commerce Site?

Brands often wonder about the reasons for integrating an ambassador program on their site. As consumer behavior has evolved, and traditional advertising is considered too aggressive or intrusive, it has become essential for a brand to adapt its marketing and communication strategy, with more authenticity and personality. In this sense, customer reviews have become the new benchmark before making a purchase.

For a company, relying on this data to ensure their offer meets consumer expectations has become vital!

Why integrate an ambassador program on your e-commerce site? What are the real benefits for your brand? Trustt answers you by taking the example of the ambassador program of a beautiful French organic cosmetics brand: Marilou Bio!

Why Create an Ambassador Program on Your E-commerce Site?

1- The Benefits of an Ambassador Program

An ambassador can be an average consumer or an influencer. In the latter case, they represent your brand to their community: they speak positively about it and promote your products and services to their audience.

Therefore, integrating a quality ambassador program on your site aims to recruit prospects, satisfied customers, collaborators, or influencers to help you develop and promote your products and services. By carefully selecting relevant and quality profiles to test your products, you can:

Develop Your Brand Awareness and Image

Are you a brand looking to expand on the web but don’t know how to boost your brand image? By developing an engaged and proprietary community, you will be able to humanize your brand and boost your online reputation while retaining your customers. This word-of-mouth 2.0 – or advocacy marketing strategy – has a powerful and viral amplifying effect on thousands of people very quickly. This works both internally – as an employer with your employees – and externally, as a company with ambassadors.

Benefits for your brand:

• Develop affinity awareness,
• Retain your customers with long-term engagement,
• Create a special relationship with your ambassadors,
• Convey your values to your ambassador’s community,
• Provide a guarantee of reliability to internet users,
• Strengthen your visibility and online reputation.

Collect Qualified Reviews and UGC

You know that consumers need to be reassured before purchasing a product. To do this, user-generated content (UGC) – experience feedback, video reviews, blog articles, and authentic and detailed reviews on product pages – play a crucial role in their purchase decision. As a result, recommendation is a powerful acquisition lever that can help you reach new customers and increase the conversion rate of your e-shop.

Benefits for your brand:

• Reach new customers and strengthen the trust of those already acquired,
• Increase sales and conversion rate on your e-shop,
• Have authentic content to publish on your social networks.

Co-construct a Product Expected in the Market

Ambassador programs place the opinions of ambassadors at the center of your marketing strategy. These consumer insights are valuable for avoiding products that don’t match the market. Step by step, you can identify improvements to make to your product and focus on what is essential for your customers.

Benefits for your brand:

• Develop products that truly meet your target audience’s expectations;
• Increase customer satisfaction and experience;
• Reduce your research and development costs;
• Stay one step ahead of your competitors!

Generate Traffic on Your E-commerce Site

Generating traffic on your e-commerce site means increasing your visibility and consequently, your conversion rate. By using sponsored content from your ambassadors, you reach affinity audiences and multiply the number of visits to your product pages: recruiting new customers means generating more sales.

Benefits for your brand:

• Your ambassadors’ content can be integrated into your communication channels: social networks (Instagram, Facebook, TikTok, LinkedIn…), blog, website, and newsletter (which is one of the main conversion drivers for e-commerce),
• Convert influencers’ audience into opt-ins,

To optimize the use of the SaaS tool, Trustt’s ambassador program template is pleasant and intuitive. Indeed, it is entirely customizable and adapts to your image, visual identity, messages, values, and brand universe. To achieve this, Trustt and its experts assist you in personalizing your interface.

How does Marilou Bio’s ambassador program work?

Marilou Bio brand context

Born in 2010, Marilou Bio is a French brand that aims to make organic cosmetics accessible to all. The brand took its first steps at a time when organic cosmetic products were expensive, complicated, and far from meeting consumer expectations, both in terms of effectiveness and user experience.

Today, Marilou Bio offers essential everyday beauty products at a reasonable price, certified by the Ecocert label and adhering to the Cosmebio charter. New products are certified Cosmos Organic. To create their products, the brand uses the best ingredients from renewable resources and processed using environmentally friendly methods. These are free from “ingredients” subject to health or environmental controversy, and petrochemical derivatives. They contain at least 95% ingredients of “natural origin” and 10% ingredients from organic farming.

Marilou Bio’s ambassador program

The brand’s objectives

Marilou Bio targets a broad audience of women looking for natural and effective skincare on a small budget. The products are distributed in organic stores, pharmacies, and digitally through e-retailers (specialized in organic products) and on the brand’s e-shop for over a year.

The brand’s challenges are those of most companies developing their e-commerce:

1- Improve the conversion rate and increase sales to double the e-shop’s turnover,

2- Retain customers while recruiting new prospects by collecting maximum data on their consumption habits, expectations, and needs,

3- Develop their online reputation by collecting authentic and detailed reviews that contribute to improving their image and building their e-reputation.

To do this, the brand regularly launches new product campaigns through the Trustt ambassador program integrated on their site. Thus, the brand promotes their body, hair, and hygiene ranges in advance or during the launch phase. Each user can register directly online, on the brand’s website, via a SaaS module developed by Trustt.

The methodology of Marilou Bio’s ambassador program

The integration of the Trustt ambassador program on Marilou Bio’s website aims to position the brand as an expert in organic cosmetics by placing its ambassadors at the heart of its marketing strategy. To achieve this:

• Recruiting a panel of over 1K ambassadors, including more than a hundred influencers for 36 product campaigns over 14 months. This campaign runs over several weeks to collect maximum detailed and authentic data,
• The ambassadors’ mission is to report on the product’s specifics according to very precise criteria defined by the brand: sensoriality, design, texture, smell, effectiveness, etc,
• Finally, they are invited to share their opinions – by creating quality content – on the brand’s website and on social networks with their community.

Results and success of product testing campaigns

Authentic and Targeted Content

As a true communication tool, the content created by ambassadors allows bringing authenticity and freshness to the brand. To communicate more naturally on various digital communication platforms – social networks (Instagram, Facebook, TikTok, LinkedIn…), blog, e-shop… – Marilou Bio doesn’t hesitate to publish content created by its ambassadors (articles, photos, stories, YouTube videos, and posts) and to reuse photos on their own social networks as reposts.

By doing so, the brand engages its community, builds loyalty while thanking them for their productions.

Valued Opinions of Ambassadors

The reviews collected – via the Trustt review module – on new products are also used on Marilou Bio’s various communication channels, including product pages. Thus, the brand encourages each ambassador to give their opinion on the new products tested. A majority of the featured stories on the brand’s Instagram is dedicated to highlighting their ambassadors in order to unite their community.

Dedicated Page on Its E-commerce Site

To recruit new ambassadors, Marilou Bio has created a dedicated page on its e-commerce site. To recruit new ambassadors, Marilou Bio has created a dedicated page on its e-commerce site. The product testing activations are carried out in collaboration with the Trustt software.

Product Improvement

With the Trustt solution, the brand obtains feedback from ambassadors on its products and can thus With the Trustt solution, the brand obtains qualified feedback from ambassadors on its products and can thus continuously improve them to ensure they always meet the expectations and needs of consumers.

Collection of Multiple KPIs

With its multiple product campaign launches, the brand collects:

• Raw quantitative studies and surveys on a high number of respondents,
• Data to better define its targets and track the evolution of brand awareness,
• Consumer insights,
• A high number of qualified and segmented opt-ins,
• Authentic UGC that feeds the brand’s Instagram account and enriches product pages with customer reviews.
• Enriched consumer reviews.

With the Trustt tool, integrate your ambassador programs autonomously on your CMS platform. The solution allows you to save time by centralizing live data, product and influencer campaigns, and co-creation of your new products on a single dashboard.

In summary, implementing online ambassador programs allows you to create a privileged relationship with your community. Building a relationship of trust with your consumers improves your company’s image and has a direct positive impact on your sales.

Moreover, your ambassadors generate quality content that you can use for your marketing and communication strategy.