invino, a private sale shopping community for wine lovers, wanted to use its members’ passion for the brand — and its wine — to help it recruit new members and, ultimately, customers. The online retailer worked with social commerce platform ShopSocially to embed a "Refer a Friend" app on its website, offering visitors a free bottle of wine for sharing invino's website with friends and family. In episode 28 of Total Retail Talks, Tony Westfall, CEO of invino, talks about the referral program and the impact it's had on invino's business.