Black Friday and Cyber Monday are more than just dates on the eCommerce calendar; it's a golden opportunity to seize the sales spotlight. As you gear up for this shopping extravaganza, it's crucial to have a well-crafted strategy in place that goes beyond just slashing prices.
Here are eight tips to help you make the most out of the BFCM season.
Retarget dormant customers
BFCM isn't just about acquiring new users; it's also one of the best times to re-engage old ones. Your dormant customers are already familiar with your brand–retargeting them with the right incentives is quite a low-hanging fruit.
Tactics such as offering free delivery, re-engagement deals, and exclusive sample products can rejuvenate their interest. Segmenting and tailoring win-back emails further personalize your approach. Learn more ways to reactivate dormant customers here.
Cross-sell and upsell
Showcase complementary products for cross-sell opportunities. For example, suggest a microwave container set to someone who recently bought a microwave oven.
You can also upsell products before someone makes a purchase. If they're buying a smartphone, suggest a model with more storage.
Multi-channel approach
This isn't really a BFCM-specific tactic but it's super effective during the Holiday season. All your channels need to be unified, say the same messaging, and loop into each other to create a seamless customer experience.
- Website - Integrate attention-grabbing banners and CTAs. Use exit-intent pop-ups to recapture departing visitors. A refreshed website design can intrigue and retain more customers.
- Email - Tease your audience with sneak peeks of upcoming deals. Make sure you're not selling all the time but also educating your subscribers by providing value.
- SMS - Notify your customers about what's exciting about this BFCM via text message.
- Social media - Run contests, surveys, and quizzes to keep your audience engaged and let them know about door-buster deals
- Ads - Ads can get expensive during the Holiday season so start running ads early. Test offers and creatives so you have the winning ones during the big weekend.
Bonus: Check out our Holiday Email Marketing Calendar.
Test more offers
Craft a diverse range of offers and test them before the BFCM weekend. You can even use the Halloween sale as the testing ground for your BFCM offers.
Here are a few offers you can test:
- Volume Discounts
- Bundled Products
- Free Gift with Purchase
- Flash Sales
- Loyalty Rewards
- BOGO Deals
- Limited-Time Free Shipping
Tweak your abandoned cart flow
Cart abandonments translate to missed sales opportunities. Recover lost sales with a couple of changes to your abandoned cart and checkout flows.
- Reduce the time delay of the first email. If your normal abandoned cart email triggers after 4 hours, try changing it to 1 hour.
- Bring in the discounts sooner. I've been a huge advocate of holding off the discount until the 3rd or 4th email. But, during BFCM, you can experiment by sending your existing coupons sooner. Alternatively, you can also try a laddered discount strategy.
Add trust signals
You'll probably be getting a boatload of new shoppers during BFCM. New customers usually hesitate to shop from websites they haven't shopped in the past most people worry about the security of their credit card and whether their orders will be delivered properly.
Showcase security badges, customer reviews, and flexible return policies to evoke trust.
Provide BNPL offers
People tend to buy a lot around the holidays, be it gifts for their family and friends for Christmas or shopping purchases for New Year's. Help your customers manage their holiday expenses and not be budget-conscious by providing BNPL options to make them make a quick decision. BNPL can attract a broader customer base, including those who prefer manageable payments and might not have considered your products otherwise.
Extend your sale
Why stop when BFCM is over when you could take it one step further by extending your sale?
Keep the good deals going for those who missed out during BFCM. You'll also provide an opportunity for others to make additional purchases.
The BFCM period is a blend of anticipation, strategy, and opportunity. By employing the techniques above, from re-engaging dormant customers to embracing modern tech tools, you position your brand for BFCM success.
Happy selling!
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