How to retain holiday shoppers: 7 Winning post-BFCM strategies
Black Friday and Cyber Monday (BFCM) bring a massive influx of shoppers seeking discounts and deals. However, even with the best e-commerce strategies for Black Friday and Cyber Monday, without an effective post-BFCM retention strategy, many brands risk losing these new customers after the holiday rush. To avoid this, it’s essential to nurture these relationships, turning first-time buyers into repeat customers. This guide outlines seven key strategies on how to retain holiday shoppers and foster long-term loyalty.
Encourage shoppers to join your loyalty program
A loyalty program is one of the most powerful tools in a brand's post-BFCM arsenal. By leveraging the surge of holiday traffic, brands can convert one-time shoppers into committed customers who return for more.
Loyalty programs offer customers value through points, perks, or VIP access. This not only incentivizes repeat purchases but also keeps your brand front and center in their minds. According to research by Forrester, loyalty members spend significantly more—up to $99 more—than non-members over a three-month period. Additionally, 83% of customers are more likely to repurchase from brands with effective loyalty programs.
Tips to promote your loyalty program:
- Use SMS, email, and social media to showcase the benefits of joining.
- Offer exclusive BFCM deals that reward loyalty members with points multipliers or special perks.
- Follow up post-purchase with personalized messages encouraging new members to redeem their rewards.
Brands that integrate these elements see tangible results, with loyalty redeemers showing 89% more revenue generation and 164% higher repeat purchase rates compared to non-redeemers.
Emphasize subscriptions for hassle-free repeat purchases
Subscriptions are an excellent way to lock in recurring revenue and build a dependable customer base. During the BFCM season, promote subscription offers that showcase the convenience and savings potential of recurring purchases.
Effective subscription strategies:
- Target products that are naturally replenishable, such as skincare or health products.
- Use personalized email and SMS campaigns to inform holiday shoppers about subscription benefits.
- Provide incentives like loyalty points or limited-time discounts for signing up during the holiday period.
For instance, many brands offer prepaid subscription plans during BFCM, which not only improve cash flow but also solidify customer loyalty. Prepaid subscribers often stay engaged longer than those on month-to-month plans. Read all about how to reduce subscription churn.
Celebrate your brand mission
Another strategy to retain holiday shoppers Shoppers today are looking for more than just a purchase; they seek connection with brands that align with their values. Highlighting your brand’s mission—whether it’s sustainability, community involvement, or charity work—can deepen customer loyalty.
Why brand values matter post-BFCM:
A strong brand mission resonates with consumers, especially Gen Z and Millennials. In fact, over 84% of global consumers prefer to buy from brands that share their values. Brands can strengthen customer relationships by showcasing their efforts in social impact or sustainability.
Examples of Successful Brand Missions:
- Credo Beauty incentivizes loyalty members to recycle by offering points for returning empty containers.
- Plae’s loyalty program allows members to convert points into donations for the Race4Good initiative.
Communicate these efforts in post-purchase emails and social media updates to remind customers that their purchases support a greater cause.
Capitalize on post-purchase feedback
Collecting and using feedback is essential for refining the customer experience and retaining shoppers post-BFCM. By simplifying the review process through SMS or email, brands can gather valuable insights and user-generated content (UGC).
How to gather and use feedback:
- Automate feedback requests to make leaving reviews seamless.
- Collect data on customer satisfaction and use it to improve future marketing campaigns.
- Identify gift-related purchases and retarget these customers with personalized post-holiday offers.
Displaying positive customer reviews on your website and including them in emails can build trust and encourage repeat purchases.
Prepare for post-purchase issues and be proactive
With the increase in orders during BFCM, issues such as delayed shipments or stock shortages can occur. Brands that communicate transparently and provide timely updates can prevent these issues from damaging customer trust.
Proactive communication tips:
- Use SMS and email to send real-time updates on order status, including delays or tracking information.
- Maintain an open channel for post-purchase support, offering solutions like discounts or loyalty points for inconvenience.
Brands that engage in proactive communication foster trust and show customers they are valued, reducing the likelihood of complaints and lost loyalty.
Make customer support informed and personal
Personalized support can make or break a customer’s decision to return after the holiday season. BFCM shoppers are especially sensitive, so addressing their issues with empathy and personal attention is crucial.
Building a personalized support system:
- Ensure your customer service team has access to a unified data view of each shopper.
- Train support agents to treat each interaction as an opportunity to build a relationship, whether responding to a first-time shopper or a VIP member.
According to McKinsey, 78% of consumers are more inclined to become repeat buyers from brands that offer personalized experiences. By consolidating shopper data, customer support teams can deliver relevant assistance that resonates and keeps customers loyal.
Keep your brand top-of-mind through social media
Maintaining engagement through social media is crucial for retaining holiday shoppers. With the average consumer spending around 150 minutes on social media daily, these platforms offer an excellent way to remain visible and relevant post-BFCM.
Strategies for social media engagement:
- Encourage shoppers to follow your social media channels by including links in post-purchase emails.
- Feature user-generated content to build brand trust and inspire new purchases.
- Partner with niche influencers for authentic content that showcases your products in action.
Utilizing social platforms not only builds ongoing relationships but also promotes loyalty programs and subscription services. Additionally, launching interactive campaigns such as festive giveaways or exclusive offers for followers can further cement your brand in customers' minds.
FAQs
How can I ensure customers join my loyalty program after BFCM?
Use targeted marketing via SMS and email that highlights the benefits, such as exclusive perks and points for future purchases.
What makes a subscription offer compelling for post-holiday shoppers?
Convenience and savings are key. Offer discounts for signing up during the holiday period or showcase the ease of regular deliveries.
Why is it important to focus on brand mission post-BFCM?
A strong brand mission can differentiate you from competitors and align with consumer values, fostering long-term loyalty.
How can I collect effective post-purchase feedback?
Use automated SMS or email campaigns to prompt feedback and make the process simple for customers.
What role does customer support play in retaining holiday shoppers?
Personalized, well-informed support can significantly improve customer satisfaction and encourage repeat business.
How do social media strategies impact post-BFCM retention?
Consistent social engagement keeps your brand top-of-mind, promotes new products, and builds relationships that extend beyond BFCM.
