"We live in a world where social proof can make or break a brand. Each product review increases your credibility and creates a virtuous cycle of more social proof – more excited customers – more purchases – more social proof. We’re a passionate brand and we have a passionate client …

"We couldn’t offer discounts as rewards because the products to which the discount applied would then be viewed as ‘clearance’ or ‘maybe it’s being offered to me at a lower price because there’s something wrong with it’. We wouldn’t have achieved our goal of making our customers feel recognized. WHEN …