Lean Marketing

Before (Prospect)

1. My Target Market

Primary Target Market Summary

UK women 28-45 in professional roles who buy premium self-care products that support mood, ritual, and a calm, wellness-led home.
They want candles that feel beautiful, safe, and purposeful, not just fragrant, and value natural ingredients and elevated gifting.

Audience Type

B2C
Wellness-oriented professional women
Yoga, mindfulness, and self-care enthusiasts
Home ambience and boutique lifestyle shoppers
Gift buyers seeking thoughtful wellness products

Needs – Primary Buying Considerations

Non-toxic, natural wax and pure essential oils
Scents that support mood, relaxation, and daily rituals
Attractive packaging suitable for gifting and personal treats
Affordable premium feel within the £10-£40 impulse range
Trust in ingredient quality and product safety
Brand aesthetic that feels calm, feminine, and elevated

Demographics

Age Range: 28-45
Gender: Primarily women
Geography: United Kingdom, especially urban and suburban areas
Income Level: Middle to upper-middle income
Profession: Marketing, creative, admin, HR, wellness, and other salaried professionals

Psychographics

Lifestyle: Busy but intentional; blends work, wellness, and at-home rituals
What they value: Self-care, clean living, emotional wellbeing, aesthetics, and thoughtful purchases
Pain Points: Stress, burnout, poor work-life balance, and disappointment with synthetic candles
Buying Behavior: Discovers via Instagram and TikTok; responds to first-order offers and visual branding
Buying Behavior: Purchases for personal use, home ambience, and small gifts

Secondary Target Market

Gift-focused buyers aged 25-45 shopping for birthdays, thank-yous, housewarmings, and wellness gifts.
They want affordable, premium-looking products with broad appeal and easy gifting extras like matches and samples.

2. My Message to My Target Audience

Refined Elevator Pitch

Aroma & Flora provides self-care lovers with mood-lifting candles through pure oils and non-toxic wax, so they can turn everyday moments into calming rituals.

Understanding Their Pain Points

Home fragrances often smell nice but do nothing for how you feel
She wants simple rituals that help her slow down and reset
Cheap candles can feel synthetic, harsh, and out of step with self-care values

Transformation

Ordinary moments become grounding rituals of calm and care
She feels uplifted, centred, and more intentional at home
Her space supports her mood, energy, and wellbeing with ease

Unique Selling Proposition (USP)

Made with non-toxic natural wax and pure essential oils
Crafted to support mood, not just scent a room
Boutique-style packaging, matches, and a candle sample add delight

Brand Values & One-Liners

Aromatherapy to breathe in and bloom out
Scent that does more than smell good
Self-care starts with the atmosphere you create
Clean ingredients. Beautiful rituals. Better days.
Turn a random moment into something restorative

Tone

Warm, calming, and uplifting. Feels thoughtful, modern, and nurturing, helping customers feel cared for and inspired to slow down.

Hero Text Idea

Flag Text: UK Self-Care Lovers
Main Headline: Mood-boosting aromatherapy candles for everyday rituals.
Sub Headline: Made with pure essential oils and non-toxic wax to help you feel good at home. Turn small moments into calming acts of self-care.
CTA: Get 15% Off Your First Order

3. The Media I Will Use to Reach my Target Market

Website

Keep Shopify; use Dawn or Prestige for premium, mobile-first shopping
Hero: mood-boosting candles for rituals, not just fragrance
Add trust icons: non-toxic wax, pure oils, handmade in UK if true
Add scent-by-mood quiz: Calm, Focus, Reset, Unwind
Feature first-order popup: 15% off for email signup
Add gift-ready section with matches and sample highlighted
Add review app: Judge.me or Loox for photo reviews
Track add to cart, begin checkout, purchase, email signup
Track quiz starts, quiz completions, popup submits, bundle clicks
Prioritise mobile UX; discovery is likely Instagram and TikTok led
Keep desktop polished for gift buyers browsing at work

Social Media

Focus on Instagram, TikTok, and Pinterest
Instagram: 4 posts weekly, 6 to 10 stories weekly, 2 reels weekly
TikTok: 3 short videos weekly around rituals and scent benefits
Pinterest: 10 pins weekly linking to product and gift pages
Instagram content: shelf styling, rituals, UGC, founder story, gifting
TikTok content: pack an order, desk reset, night routine, candle care
Use creators with calm, wellness, home, and yoga aesthetics
Story polls: choose next scent mood, gift box, label style
Save reels into highlights: Ingredients, Rituals, Reviews, Gifts

Paid Advertising

Start with Meta ads; best fit for visual self-care impulse buys
Run traffic and sales campaigns to bestsellers and starter bundles
Test UGC-style video ads showing ritual moments at home
Test static ads with clean ingredients and mood-led messaging
Retarget site visitors and IG engagers after organic content starts
Use Pinterest ads for gift searches and home wellness inspiration
Run branded search on Google once search demand begins
Avoid LinkedIn ads; too costly for low AOV candle sales
Initial split: Meta 70, creator seeding 20, Pinterest 10

Content Recommendations

Morning ritual with a focus candle before work
Sunday reset candle routine for bath, journal, tea
Best candle scents for stress after work
Non-toxic candle guide: what to avoid in home fragrance
How aromatherapy supports mood at home
Gift ideas under £25 for wellness lovers
Desk-to-evening wind-down routine with scent layering
Behind the scent: why pure essential oils matter
Candle care tips to improve burn and scent throw
Small self-care rituals for busy professional women

SEO and Content

Target keywords: aromatherapy candles UK
Target keywords: non-toxic candles UK
Target keywords: essential oil candles UK
Target keywords: self-care gifts for women UK
Target keywords: wellness gift ideas UK
Create collection pages by mood: Relax, Focus, Sleep, Uplift
Create gift page: gifts under £25 with matches and sample
Write blogs tied to gifting, rituals, and clean ingredients
Add FAQ schema on ingredients, burn time, safety, gifting
Build internal links from blogs to collections and gift bundles

Directories

Claim Google Business Profile even if online-first
List on Yell for brand credibility and local search presence
Apply to Etsy only if willing to use it as discovery channel
Submit to The Good Shopping Guide if criteria fit
Explore B Corp directory later if certification becomes a goal
Join Faire only if moving into wholesale gifting later

Publications

Pitch gift guides to Country Living UK
Pitch wellness home angles to Red Online
Pitch clean-living product features to Good Housekeeping UK
Pitch gifting roundups to House Beautiful UK
Pitch self-care product edits to Stylist
Pitch boutique maker stories to SheerLuxe
Use Press Loft later for product image distribution to journalists

Podcasts

Pitch to Deliciously Ella podcast for wellness lifestyle alignment
Pitch to The Wellness Scoop for self-care and wellbeing audiences
Pitch to Saturn Returns for ritual, intention, and wellbeing themes
Pitch to Happy Place Book Club adjacent channels and communities
Start a short IG Live series before launching a full podcast

Partnerships & Outreach

Partner with yoga studios for welcome shelf or retail corner
Partner with Pilates studios for member gift bags
Partner with local florists for candle plus bouquet bundles
Partner with beauty salons for front-desk retail display
Partner with massage therapists for post-treatment retail offers
Partner with corporate wellbeing coaches for staff gift boxes
Partner with boutique gift shops for wholesale placements
Gift micro-influencers in UK wellness and interiors niches
Target creators with 5k to 50k followers and strong saves

Offline and Local Media

Trade at local makers markets and wellness fairs
Apply to Christmas gift fairs and artisan pop-ups
Use scent test station with mood cards at stalls
Offer bundle pricing at markets to lift average order value
Include QR code cards linking to first-order discount
Leave postcards in yoga studios, salons, and cafes
Use premium thank-you cards to drive repeat orders and referrals

Online Networking

Join UK Small Business Facebook groups for collabs and pop-ups
Engage in Instagram communities around book clubs and self-care
Monitor Reddit threads on candles, gifting, and self-care trends
Join Pinterest trend communities and seasonal search planning groups
Participate in LinkedIn creator circles for gifting partnerships

Cold Outreach

Email yoga studios with wholesale starter pack and tester offer
Email salon owners with countertop display pitch
DM UK wellness creators offering gifted candle plus sample set
Email corporate HR teams for employee wellbeing gift ideas
Contact florists before peak gifting dates for bundle collabs
Reach out to boutique subscription boxes for inclusion

During (Lead)

1. My Lead Capture System

Lead Magnet

15% off first order popup with email capture on homepage and exit intent
Scent-by-Mood Quiz: Calm, Focus, Reset, Unwind with email to view results
Free guide: 5-Minute Self-Care Rituals for Busy Women with candle pairings
Gift Finder Quiz for birthdays, thank-yous, and housewarming gifting
Candle Care Checklist PDF to improve burn, safety, and scent throw
Purpose: captures buyers, gifters, and wellness seekers at different intent levels

Tripwire Offer

£12 Discovery Set with tea lights or minis plus matches and sample
£15 Starter Ritual Bundle with 1 candle, matches, and care card
Free shipping threshold banner just above best-selling bundle price
Post-quiz offer: Get your mood match bundle with 10% off for 48 hours
Cart add-on: mini candle sample for £3 to raise AOV and trial new scents

Welcome Sequence

Email 1: deliver discount or quiz result and link to best-fit products
Email 2: brand story, pure oils, non-toxic wax, and mood-led benefits
Email 3: candle by mood guide with Calm, Focus, Unwind recommendations
Email 4: social proof, UGC, packaging, matches, and sample unboxing
Email 5: gift ideas under £25 and starter bundles for easy first purchase
Email 6: urgency reminder before discount expires in 48 hours
Trigger browse abandonment after 4 hours with viewed product reminder
Trigger cart abandonment after 1 hour with bundle and freebie reminder

Segmentation

Tag by lead source: popup, quiz, blog, Instagram, TikTok, market stall
Tag by intent: self-care buyer, gift buyer, first-time visitor, repeat visitor
Tag by mood interest: Calm, Focus, Reset, Unwind, Sleep if added later
Tag by product interest: single candle, bundle, gifting, sample, care content
Tag by engagement: opened, clicked, quiz completed, added to cart, purchased
Build flows for self-care vs gifting to tailor emails and offers

Chatbot and Automation

Use Shopify email capture popup with welcome discount and quiz CTA
Add quiz on homepage, gift page, and exit intent popup for better matching
Add simple chatbot for scent help, gifting help, and shipping questions
Bot prompt: Find your mood scent in 30 seconds
Auto-send quiz leads to segmented email flow with mood-based recommendations
Auto-sync Shopify customer tags for cart, purchase, and product interest
Use a review request flow 10 days after delivery to build trust fast
Add post-purchase email asking gift or personal use for future segmentation

CRM and Tech Improvements

Start with Klaviyo for popup, email flows, segments, and Shopify sync
Install Judge.me for reviews and photo UGC collection on Shopify
Track popup submits, quiz starts, quiz completes, add to cart, purchase
Create dashboard for email signup rate, quiz completion, and first order rate
Add hidden fields to forms to capture source, campaign, and landing page
Use one main list with tags instead of multiple lists to avoid clutter
Create a market stall QR landing page with exclusive 10% off code
Add GDPR consent checkbox and clear value statement for UK compliance

2. My Lead Nurturing System

Marketing CRM

Start with Klaviyo for Shopify-native email, popups, segments, and flows
Strong fit for low AOV ecommerce with behaviour-based automations
Use one master list with tags for source, mood, intent, and engagement
Capture tags: popup, quiz, blog, Instagram, TikTok, market stall
Capture tags: Calm, Focus, Reset, Unwind, gift buyer, self-care buyer
Add hidden fields for campaign, landing page, and first touch source
Enable GDPR consent checkbox on all forms for UK compliance
Add Judge.me for photo reviews and review request automation
Use Typeform or Octane AI for a scent-by-mood quiz if budget allows
If budget is tight, build a simple quiz with Shopify forms and tags

Automated Follow-Ups

Welcome flow: 6 emails over 10 days after popup or quiz signup
Email 1 immediately: deliver 15% code or quiz result with best-fit products
Email 2 day 2: brand story, pure oils, non-toxic wax, mood benefits
Email 3 day 4: scent-by-mood guide with Calm, Focus, Reset, Unwind
Email 4 day 6: UGC, reviews, packaging, matches, and sample reveal
Email 5 day 8: gift ideas under £25 and starter ritual bundle
Email 6 day 10: discount expiry reminder with 48-hour urgency
Browse abandonment: 4 hours after product view, 1 email + 1 reminder
Browse email: viewed product, mood benefit, ingredients, social proof
Cart abandonment: 1 hour, 20 hours, and 48 hours after cart start
Cart email 1: product left behind with freebie reminder
Cart email 2: objection handling on ingredients, shipping, gifting
Cart email 3: urgency with discount or free shipping threshold reminder
Post-purchase flow: 4 emails across 21 days after delivery
Post-purchase email 1: care tips, burn guide, and how to get best scent throw
Post-purchase email 2 day 7: cross-sell by mood or gifting angle
Post-purchase email 3 day 10: review request via Judge.me with photo ask
Post-purchase email 4 day 21: reorder prompt or gift suggestion under £25
Replenishment flow: 35-45 days after purchase based on candle size
Reactivation flow: 60 days no click or 90 days no purchase
Reactivation offer: new scent, seasonal ritual, or bundle incentive

Newsletter

Send 2x monthly newsletter to keep brand top of mind
Segment sends by self-care buyers, gift buyers, and non-buying leads
Content pillar: ritual ideas for morning, desk reset, and evening unwind
Content pillar: ingredient education on pure oils and non-toxic wax
Content pillar: gifting edits under £25 and seasonal gift moments
Content pillar: customer reviews, UGC, and founder notes
Include one soft CTA and one product feature in each send
Use seasonal themes: Mother’s Day, autumn reset, Christmas gifting

Retargeting & Ads

Use Meta retargeting once pixel data starts building on Shopify
Retarget site visitors, quiz completers, IG engagers, and cart abandoners
Show viewed product ads within 7 days of site visit
Show starter bundle ads to email leads who did not purchase in 14 days
Show gift-focused ads to gift page visitors before peak gifting dates
Use Pinterest retargeting for gift and home ritual traffic if budget allows
Budget split: 70% Meta retargeting, 30% Pinterest retargeting
Start with £5-£10 per day retargeting after traffic reaches usable volume

Social Media and Content

Instagram: 4 posts weekly, 6-10 stories weekly, 2 reels weekly
TikTok: 3 videos weekly focused on rituals, mood, and packing orders
Pinterest: 10 pins weekly to product, mood, and gift pages
Build nurture content around problems, rituals, proof, and gifting
Content type: Sunday reset, after-work unwind, desk ritual, bath ritual
Content type: non-toxic candle education and essential oil benefits
Content type: boutique unboxing, matches, sample, and customer reviews
Use story polls to segment interest in Calm, Focus, Reset, Unwind
Retarget social engagers with first-order offer and starter bundle ads
Save IG highlights: Ingredients, Rituals, Reviews, Gifts, Candle Care

Other Nurture Channels

Add Shopify popup with 15% off first order on homepage and exit intent
Add quiz CTA in popup: Find your mood scent in 30 seconds
Use a simple chatbot for scent help, gifting help, and shipping FAQs
Best fit: Tidio or Shopify Inbox for low-cost live chat and automation
Trigger chatbot on gift pages with gift finder prompt
Trigger chatbot on product pages with mood match prompt
Add SMS later only after list growth and repeat purchase data exist
If added, use SMS only for cart recovery and seasonal launches
Include QR code insert in orders to join email list for care tips and offers
Use thank-you card to push review, referral, and second purchase

Sales CRM

No sales CRM needed yet for low-ticket Shopify ecommerce
Use Shopify orders + Klaviyo profiles as the customer record
Track handoff via customer tags: lead, first order, repeat, gift buyer
Revisit a sales CRM only if wholesale or corporate gifting grows

3. Sales Conversion Strategy

Sales Process

Drive social traffic to bestsellers, gift sets, and mood-based collections
Keep popup offer: 15% off first order for email signup
Delay popup 8 seconds or 40% scroll to reduce instant friction
Add hero CTA: Shop by Mood and Get 15% Off First Order
Create quiz: Calm, Focus, Reset, Unwind with product recommendations
Add sticky mobile add to cart on every product page
Show price in GBP only to match UK buyer expectations
Add express checkout options to reduce checkout drop-off
Keep shipping, delivery times, and returns visible above the fold
Add gifting message near buy button: Includes matches and 20g sample
Add trust strip: non-toxic wax, pure oils, gift-ready packaging
Add scent notes, mood benefit, burn time, and room suitability
Add FAQ accordion on each product page for safety and ingredients
Add cart upsell: add gift note or second candle for bundle saving
Trigger browse abandonment email within 4 hours with viewed product
Trigger cart abandonment email at 1 hour, 24 hours, and 72 hours
Send welcome email instantly with discount code and bestseller links
Send post-purchase email with care tips and referral prompt after 7 days

Sales Assets

Build a one-page bestseller landing page for paid and social traffic
Create mood guide graphic matching each scent to a daily ritual
Create gifting page: gifts under £25, birthdays, thank-yous, housewarming
Create ingredient proof section with wax and oil sourcing details
Add founder story section to explain why clean candles matter
Create objection FAQ: scent strength, safety, shipping, giftability
Write abandoned cart emails focused on ritual, not discount only
Create DM reply script for Instagram product and shipping questions
Create market stall script: ask mood, recommend scent, invite to sample
Build insert card with candle care, review ask, and next-order incentive
Create wholesale starter sheet for yoga studios and salons if needed

Testimonials and Case Studies

Start with founder, friends, and gifted testers for honest early reviews
Ask for reviews 7 days after delivery and again at 21 days
Offer monthly draw for reviewers to win a candle trio
Ask for photo reviews showing candle in home or gifting moment
Add reviews under each product page, not only on a separate page
Create Wall of Love page once 10 plus reviews are collected
Use review snippets in popup, cart, emails, and Instagram highlights
Prioritise proof on scent quality, clean ingredients, and gift-ready feel
Turn best reviews into quote graphics for reels, pins, and product pages

Conversion Rate Insights

Starting benchmark goal: 2% website conversion in first 90 days
Aim for 5% plus email signup rate from popup traffic
Aim for 8% plus add to cart rate on product pages
Aim for 60% plus checkout completion after cart start
Track traffic source, popup submit, quiz complete, add to cart, purchase
Review top exit pages weekly and fix unclear copy or missing trust cues
A test hero headline: mood benefits versus clean ingredient angle
A test popup offer: 15% off versus free wax melt style sample if added
A test bundle: any 2 candles save 10% to lift average order value

Urgency and Offers

Keep first-order 15% offer as evergreen lead capture incentive
Add launch offer: first 50 orders get free matches tin upgrade
Use low-stock messaging only when true on bestselling scents
Create limited seasonal scents for autumn, Christmas, and spring gifting
Run payday weekend bundle offer near last Friday of each month
Add fast-mover message: order by 2pm for same-day dispatch if true
Promote gift bundles before Mother's Day, Christmas, and teacher gifts
Use email countdown for seasonal launches and gift cut-off dates
Offer free shipping threshold slightly above single candle price

Guarantees and Risk Reversal

Offer 14-day returns on unused items with clear policy in cart and footer
Add happiness promise for damaged items with fast replacement
State secure checkout and tracked shipping at checkout entry point
Use honest scent disclaimer: natural aroma is softer than synthetic candles
Add burn care guidance to reduce misuse and prevent false disappointment
Include sample candle to reduce risk and encourage second purchase

Shock and Awe

Include boutique thank-you card with ritual prompt and founder note
Add handwritten first-name note for first 100 orders if manageable
Wrap orders with premium tissue and seal for gift-like unboxing
Include matches and 20g sample as a surprise delight reminder
Add QR card to a calming playlist or evening ritual guide
Add refer a friend card: give 15%, get 15% on next order

After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Instant order email with scent notes, burn guide, and delivery timeline
Branded thank-you page invites her to create her first candle ritual that night
First-order insert explains sample candle, matches, and how to choose best use time
Packaging includes a ritual card: light, breathe, pause, journal, reset
QR code on insert links to a 60-second candle care and mood ritual video
New customer email 3 days after delivery shares ways to pair scents with routines

Communication Cadence

Order updates at key stages: confirmed, packed, dispatched, delivered
Dispatch email includes unboxing prompt for Instagram Stories and TikTok tags
Delivery day email suggests a 10-minute evening reset using the candle
Follow-up email 7 days later asks which mood ritual she tried first
Replenishment email at 30 to 45 days based on average candle burn time
Seasonal launch emails framed around moods: focus, calm, cosy, uplift

Client Education

Every order includes a simple candle care card to improve burn quality
Product pages label each scent by mood: unwind, focus, reset, uplift
Post-purchase email teaches how essential oils support atmosphere and ritual
Create a "Find Your Ritual" quiz to guide scent choice for mood and time of day
FAQ covers wax safety, ingredients, burn time, and room size guidance
Blog or email series shares 5-minute rituals for work stress and evening wind-down

Personalized Touches

Hand-signed thank-you card on first 50 orders to build founder connection
Free sample chosen to complement the purchased scent, not random surplus stock
Surprise note on gift orders: "Chosen to help you breathe in and bloom out"
Birthday month email offers a free sample or matches with next order
Second-order customers get a note welcoming them into the ritual club
Milestone insert celebrates 3rd order with "You made self-care a habit"

Visuals and Documentation

Product images show candle in realistic rituals: bath, desk, bedside, yoga mat
Unboxing experience is consistent: tissue wrap, clean label, neat match placement
Insert card shows burn instructions with icons for quick reading
Scent cards include notes, mood benefit, and best moment to light
Shopify thank-you page features a calming brand visual and next ritual steps

Feedback and Proactive Support

Delivery + 7 days email asks for a 1-click satisfaction check
If unhappy, offer scent swap on next order or fast resolution within 48 hours
Review request asks about mood, packaging, and scent strength, not just stars
Track common issues in a simple spreadsheet until a CRM is added
DM buyers who tag the brand to thank them and ask a light feedback question
Add package insert with direct support email for damaged or melted items

Guarantee or Promise

Fresh arrival promise: damaged items replaced quickly with photo proof
Clean burn promise backed by clear care steps and support if tunnelling happens
First-order confidence promise: dislike the scent, get a discounted retry option
Promise every candle is made with non-toxic wax and pure essential oils

Operational Excellence

Pack orders within 1 to 3 working days and state this clearly sitewide
Use a repeatable packing checklist so every box includes matches and sample
Keep packaging gift-ready to avoid extra fulfilment complexity
Standardise insert cards so each order feels polished and on-brand
Use Shopify flows for welcome, review, and replenishment emails from day one
Set a support standard: reply to customer emails within 1 business day

2. How I Increase Customer Lifetime Value

Upsells & Cross-Sells

Add wick trimmer and candle snuffer at cart for £12 to £18
Offer luxury gift wrap and handwritten note for £4 to £6
Add full size version of sample candle in post purchase flow
Recommend 2 complementary scents on product and cart pages
Create seasonal scent add on for past buyers via email
Offer match refills as low cost add on at checkout

Bundling & Packaging

Build 3 candle ritual set with matches and sample at 10% savings
Create Mood Set bundles: Calm, Focus, Sleep, Reset
Offer Buy 2 Save 8%, Buy 3 Save 12% to lift AOV
Launch gift box bundle for birthdays, thank you, housewarming
Add mini discovery set for scent testing before full size purchase
Create candle plus accessories bundle with higher margin pricing

Loyalty & Retention Programs

Launch points program in Shopify with 1 point per £1 spent
Give points for repeat orders, reviews, and birthday month purchases
Add VIP tier at £100 annual spend with early access to new scents
Include next order card in every parcel with £5 off £30 spend
Send 30 day replenishment email based on candle burn time
Offer double points during low sales months to drive repeat orders

Custom Services and Personalization

Add gift message option on product pages and cart
Let buyers build their own 3 candle mood box
Offer corporate gifting sets for existing personal buyers at work
Add personalised scent quiz result card in discovery bundles

Pricing Strategy

Price single candles at premium midpoint for natural ingredients story
Test £24 to £28 hero candle price if packaging supports premium feel
Use bundle savings instead of discounting single candles too often
Offer free shipping threshold at £35 to £45 to increase basket size
Add subscribe and save on best sellers at 10% every 30, 60, or 90 days
Prepay 3 deliveries and get 15% off to lock in repeat revenue
Review UK premium candle competitors quarterly and raise 5% if aligned

Customer Data and Insights

Install Shopify Email or Klaviyo starter for post purchase automations
Track first to second order rate by product and scent family
Tag customers by gift buyer, self care buyer, and bundle buyer
Survey buyers after delivery: self use or gift, scent goal, mood goal
Identify best repeat purchase window and trigger emails before it
Track AOV, repeat rate, bundle uptake, and subscription retention monthly
Save quiz and purchase data to recommend next best scent by email

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Give referrers £5 store credit after a friend's first order
Give new customers 15% off via a friend's referral link
Offer double credit when a friend buys 2 candles or gift sets
Add a free wax melt tin after 3 successful referrals
Create a "Ritual Circle" tier for 5 plus referrals with early access

Shareable Assets

Add Shopify referral links with one tap copy and share buttons
Include a luxe referral card in every order with QR code
Print card message: Give 15% off, get £5 credit after their order
Create 3 Instagram Story templates with candle ritual prompts
Create a thank you email with ready to send referral text
Build a simple referral landing page with offer, proof, and FAQs
Add insert copy: Share your ritual, gift a friend 15% off

Timing and Triggers

Ask for referrals 7 days after delivery when first use is likely
Trigger ask after positive review or tagged Instagram Story
Trigger ask after second order when brand trust is stronger
Add post purchase email: Love your ritual? Gift one to a friend
Add package insert cue inviting sharing after their first burn
Use Shopify Flow or app automation for review then referral email

Client Success Stories

Ask buyers for a short ritual story with scent and mood change
Feature customer quotes on product pages and referral page
Repost user content showing candles in yoga, bath, or desk rituals
Offer monthly draw entry for shared photo and testimonial use
Use prompts like: When do you light it and how do you feel

Referral Contests

Run a monthly Ritual Referrer draw for a £25 gift bundle
Give 1 entry per successful referral and 3 for 3 plus referrals
Feature winner on Instagram Stories and email newsletter
Keep prizes product based to protect cash flow

Partner or Affiliate Programs

Recruit 10 micro creators in UK wellness and home lifestyle niches
Offer gifted products plus unique code with 10% commission
Prioritise yoga teachers, pilates studios, and wellbeing coaches
Partner with local boutiques for referral cards in gift purchases
Track with Shopify affiliate app and unique discount codes

Thank-You Experience

Send a handwritten thank you note after 3 successful referrals
Surprise top referrers with a limited scent sample or matches tin
Give VIP early access to new scents for top advocates
Celebrate top community referrers in Stories with first name only

Aroma & Flora

Your 1-Page Marketing Plan is Ready!