6 Retention Tips to Strengthen Your BFCM Strategy
By this point in the year, most DTC brands will have their Black Friday and Cyber Monday plans in place. But if you’re still refining yours, or want to make sure your retention strategy is watertight, here are six important areas to consider. Whether you’re aiming to bring back loyal customers or convert those sitting on the sidelines, a thoughtful approach can make a big difference.
Start with clear customer goals
Before diving into execution, take a step back and define what success looks like for your existing customers. Are you aiming to increase repeat purchases? Drive more referrals? Reduce churn? Once you’ve set your objectives, it becomes much easier to shape campaigns that align with them. Clear goals lead to more focused and effective planning.
Get everyone on the same page
Operational alignment is key. Make sure internal teams and external partners understand the trading plans and their role in making them happen. A day-by-day schedule can help everyone stay on track. It doesn’t need to be complicated, just clear enough that nobody is left guessing what needs to happen and when.
Support around-the-clock shopping
Your customers don’t only shop between 9 and 5. That’s why having a live chat tool with automated responses is a smart move. It helps answer common questions, solve simple issues and reassure customers at any time of day. This small tweak can reduce basket abandonment and improve conversion during busy periods.
Discounting isn’t your only option
A big misconception around BFCM is that discounts are the only lever. They’re not. There are plenty of ways to encourage customers to shop again without marking products down. Consider value-added perks like exclusive products, loyalty rewards, charitable tie-ins or free gifts with purchase. These tactics often deepen brand connection while protecting your margins.
If you do discount, be selective
Site-wide promotions can be effective, but they’re not the only route. A more strategic approach is to tailor offers based on customer behaviour. Use your data to segment your audience and speak to them accordingly. You might offer something different to unengaged subscribers, returning customers or high-value VIPs. A well-timed and well-targeted offer often converts better than a blanket one.
Plan for what happens after
It’s easy to focus all your energy on the main event, but don’t overlook the follow-up. You’ll likely acquire new customers through paid media, but what’s your plan once the sale is over? Think beyond the first purchase. How will you turn them into regular shoppers? A strong post-BFCM strategy is just as important as your lead-up and launch plans.
Whether you’re finalising the details or just getting started, taking the time to get your retention strategy right can have a lasting impact. BFCM is a busy period, but it’s also a huge opportunity to build relationships that go well beyond the sale.