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Five tips for capitalizing on BFCM customer traffic

Learn how to build brand loyalty from your BFCM shoppers.

Black Friday and Cyber Monday have consistently proven to be veritable goldmines for brands, rewriting sales records year after year. And Shopify merchants are killing it when it comes to driving online sales: Last year, Shopify merchants drove more than $11.5 billion in sales over Black Friday - Cyber Monday, setting a new record.

The challenge, however, is making sure the customers fueling these records stick around beyond a single purchase. By establishing a lasting relationship that transcends the whirlwind of holiday sales, you’ll be able to build your customer lifetime value and keep your acquisition costs low.

The National Retail Foundation offers a revealing insight: the post-holiday period doesn't see a reluctance to spend. In reality, about 65% of shoppers plan to shop the week after Christmas.

To nurture these freshly minted customer relationships, it’s important to create a climate conducive to repeat transactions and LTV (life-time value) growth.

To cultivate customer loyalty, we present 5 tips on how to capitalize on the surge of traffic during BFCM, carefully curated to elevate the odds of securing that second purchase during this upcoming holiday season.

1. Order confirmation: Igniting the spark

While conventional wisdom might suggest a gradual approach to upselling outside the Black Friday-Cyber Monday frenzy, these landmark occasions warrant a departure from the norm. Leverage the order confirmation email to your advantage by encouraging subscription to SMS alerts, app downloads, and cross-selling or upselling complementary products.

This communication serves as a reassuring touchpoint, ensuring customers are confident that their transaction unfolds seamlessly. By setting clear expectations, you can lay a foundation of trust that will endure beyond the festivities.

You can integrate Loop with Klaviyo, Attentive, or other email/SMS platforms to dynamically insert personalized upsell offers during the order confirmation process, or even invite customers to explore alternative products if they anticipate needing an exchange. That way, you’re seeding the idea of shopping again before their order even arrives.

2. Shipping confirmation: Sustaining the momentum

The shipping confirmation email can be more than a simple transactional message. Instead, use it as a strategic continuation of the customer journey. Beyond offering shipment tracking details, this communication should alleviate any concerns about orders potentially going astray, with an FAQ section that lets them know what to expect during the delivery process.

Seamlessly guide customers to a branded tracking page, where they can not only track their package but also explore additional products that might pique their interest. By doing so, you’ll be able to incentivize upsells that can drive more revenue from each customer interaction. Plus, customers can self-serve common delivery questions – reducing WISMO (“Where is my order?”) tickets and freeing your team to focus on higher-value interactions.

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3. Delivery confirmation: Elevating engagement

The delivery confirmation email provides a prime opportunity to remind customers of the excellence of your product. Whether the item is intended as a gift or a personal indulgence, this is the moment to impart practical tips on product usage or showcase user-generated content that resonates with your customers. By providing tangible value and celebrating the product's benefits, you can nudge recipients toward considering a second purchase.

Your brand can also check in with customers on how their delivery experience was. If the customer’s feedback is negative, Loop can trigger a fast exchange or store credit offer to turn the experience around instantly. If positive, prompt them to leave a review or share their purchase on social – helping you amplify word-of-mouth.

4. The bounce back

Consider the post-holiday period a second act. With the initial acquisition cost absorbed, you can provide a unique, time-sensitive discount code to infuse urgency into your offer. We have seen these costs be much lower than first-time acquisition costs.

We advocate a dual-email approach: one at launch and another 24 hours before the offer's conclusion. Such a strategic maneuver aligns with the season's spirit, increasing the chances of converting one-time buyers into repeat customers.

5. Review: Turning a negative into a positive

Customer feedback isn't merely a metric; it's a powerful force that can shape brand perception. Positive reviews serve as testimonials, while negative ones provide the opportunity to showcase exceptional customer service. By addressing negative feedback head-on, your customer service team can correct issues, and turn detractors into advocates. Just as a negative comment can tarnish a relationship, a brand's willingness to go the extra mile can mend it.

For example, if a negative review is tied to a return-worthy product, Loop can automate a quick exchange, recommend an alternative product, or offer store credit instantly – turning potential churn into loyalty. Loop’s return reason analytics also help you spot patterns and address issues before they snowball.

Remember, no checklist is a one-size-fits-all solution. The guide above is meant to serve as a compass, steering your efforts towards tailored success. If you're looking for more resources to help with peak season readiness, check out our full peak season hub!

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