For many eCommerce brands, the BFCM rush often translates into a whirlwind of one-time bargain hunters, leaving little room for cultivating lasting customer relationships. Sure, your sales numbers look fantastic for a few days, but what happens when the confetti settles and the discount signs come down?

Turning these fleeting BFCM shoppers into loyal, year-round customers isn't just a nice-to-have; it's a game-changer for your bottom line. Studies by Bain & Company have shown that increasing customer retention rates by just 5% can boost profits by a whopping 25% to 95%. Now that's a deal even the most hardcore bargain hunter couldn't pass up!

You've worked hard to attract these shoppers – wouldn't it be great if they stuck around for more than just your doorbuster deals? Let’s look at some strategies and tactics to turn that BFCM fling into a long-term thing!

A tale of two customers

Before we jump into retention strategies, let's talk about who these BFCM shoppers really are and their diverging behaviors. Pick two shoppers: Deal-Seeking Dan and Potential-Loyal Paula.

Deal-Seeking Dan is all about the discounts. They’ve got price comparison apps, deal alerts, and a tight budget. They'll buy from anyone offering the lowest price, and brand loyalty isn't in their vocabulary.

On the other hand, Potential-Loyal Paula is different. Sure, they love a good deal, but they’re also interested in quality, brand values, and overall shopping experience. They might be trying your brand for the first time during BFCM, but with the right approach, they could become a repeat customer.

First-time shoppers during BFCM often behave differently from loyal customers. Analyze whether their buying patterns align with existing segments based on their past shopping behavior. Here are some metrics and qualitative factors to spot them:

• Purchase history
• Email Engagement
• Average Order Value
• Return Rate
• First-purchase value
• Customer service interactions
• Social Media Engagement

Compare their BFCM AOV with your median AOV. Shoppers with a lower-than-average AOV may have purchased purely based on price, whereas those whose AOV aligns or exceeds the median are more likely to be quality-focused. The first-purchase value during BFCM is also an early indicator. Customers who spend more on their first purchase are often more willing to invest in your brand long-term.

Recognizing the distinction between these two types is crucial for maximizing your BFCM success and long-term growth. Here's why:

• Resource Allocation: Focusing retention efforts on Potential-Loyal Paula offers a higher ROI. She's more likely to become a repeat customer, increasing your Customer Lifetime Value.
• Brand Perception: Tailoring your approach helps maintain brand integrity. Constantly catering to Deal-Seeking Dan with rock-bottom prices can devalue your brand in the long run.
• Marketing Efficiency: Understanding your customer types allows for more targeted, effective marketing campaigns, both during and after BFCM.

Building a long-term engagement strategy Post-BFCM

During BFCM, you are dealing with a pool of newly acquired shoppers. However, because you're acquiring them very quickly, it does not necessarily mean that they like your brand—they're buying based on product and price at the time.

The weeks following BFCM is a golden opportunity to transform those bargain-hunters into brand enthusiasts. Now, it's not just about keeping customers; it's about nurturing a community around your brand. Imagine turning that one-time BFCM shopper into a year-round advocate who returns for more and brings friends along for the ride.

Post-purchase strategies

The moment a customer hits "buy" is when your retention efforts should kick into high gear. Here are some ideas:

Craft killer thank-you emails and SMS

Tweak your automation flows to send a personalized Order Confirmation or Thank You email to your new customers who made their first purchase during BFCM.

Pro-tip: You can export this cohort as a segment directly from Peel Insights to Klaviyo or Attentitive.

Don't settle for a boring "Your order is confirmed" message. Jazz it up! Include a limited-time discount on a complementary product or let them know about upcoming sales.

Nail your fulfillment and shipping

In the age of Amazon Prime, fast and accurate shipping isn't a nice-to-have, it's a must. Consider throwing in a little surprise – like a sample of a complementary product or a handwritten note. Allbirds includes a quirky "Owner's Manual" with each pair of shoes, adding a fun touch to the unboxing experience.

Incentivize reviews

Reviews are worth their weight in gold for eCommerce brands. Offer a small discount or loyalty points for leaving a review. Glossier, the beauty brand, encourages reviews by featuring customer photos on their product pages, turning reviewers into micro-influencers.

Encourage social sharing

Include a card with your social media handles and a branded hashtag. You could say something like, "Love your new [Product]? We'd love to see it! Share a photo with #[YourBrandHashtag] for a chance to be featured on our page!"

Educate about product usage and benefits

If you sell skincare products, for instance, you could send a series of emails about skincare routines, ingredients to look for (and avoid), and how to address common skin concerns.

Cross-sell and upsell

While many brands may choose to go quiet on promotions after BFCM, continuing to offer enticing bundle deals can draw customers back to your store. By analyzing the performance of your BFCM bundles—tracking metrics like order value and total sales—you can identify top performers and craft similar offerings for the post-BFCM period. If you’re a Peel Insights customer, the market-basket analysis is where you need to go. You can even filter potential bundles with BFCM cohorts.

For example, if a customer bought a camera from you during BFCM, follow up with emails about accessories like lenses, tripods, or camera bags. Make sure to explain how these add-ons enhance the original purchase.

Use Social Media for retention

Social media isn't just for acquiring new customers – it's a powerful tool for retention too.

Don't let your social media go quiet after BFCM. Keep the momentum going with user-generated content, behind-the-scenes peeks, or tips for using BFCM purchases. For example, a fitness equipment brand could share quick workout videos featuring products that were on sale during BFCM. Here are some ideas:

• Feature BFCM shoppers on your social media platforms. Share their stories about why they chose your brand, how they use the product, and their overall experience.
• Encourage your customers to share their BFCM purchases on social media.
• Encourage customers to post unboxing videos of their BFCM purchases, and share the best ones on your page.
• If you sell beauty, fitness, or home improvement products, run a before-and-after challenge. Ask customers to share the results after using their BFCM purchases, whether it’s a new skincare routine, a fitness journey, or a home makeover.
• Create a series of short, engaging social posts offering tips on how to care for, maintain, or get the most out of their BFCM purchases.
• Promote a referral program where BFCM shoppers can share a discount with friends or family through social media.

Keep the BFCM momentum with your Loyalty Program

Many BFCM shoppers are drawn to steep discounts, which can make retaining them more challenging once the sales are over. To keep bargain-hunters engaged without hurting profitability, businesses need to carefully balance between offering value and maintaining brand integrity.

A well-designed loyalty program can turn occasional shoppers into brand advocates. According to a survey by Queue, 84% of customers are more likely to stick with a brand that offers loyalty programs.

Post BFCM is the ideal opportunity to introduce or promote loyalty programs, offering exclusive rewards, points, or discounts for future purchases, and VIP treatment to incentivize repeat purchases.

Your messages (emails and SMS) should clearly explain how the program works and the benefits customers can expect. Here are some examples of exclusive perks: early access to sales, free shipping, limited-edition products, etc.

Pro-tip: You can even run a limited time points multiplier campaign for new customers.

Offer subscriptions

If your brand deals in skincare, beauty, or any products that require replenishment, you have a really good opportunity to encourage them to subscribe and show them how much they could be saving as a regular subscriber, highlighting the value and convenience your package can provide. Customers who subscribe to your package are less likely to shop from a different brand which further increases their LTV.

Providing exceptional customer support

Shoppers who feel valued after a positive support interaction are much more likely to become loyal customers. BFCM can be chaotic but make sure your customer service is top-notch because great customer support can turn a one-time buyer into a lifelong customer.

Offer multiple swift delivery options, personalized support, and consistent stock availability. Going the extra mile in customer care can be the key to fostering loyalty.

Here's how to nail it:

Offer omnichannel support: Be available where your customers are – email, phone, chat, social media.

Implement chatbots: Use AI-powered chatbots to handle common queries quickly. However, ensure there is an easy way for customers to reach a human representative for more complex issues. This balance can improve response times while maintaining a personal touch.

Train your team on retention: Your support team should be empowered to go above and beyond to keep customers happy. Provide them with the tools and training needed to resolve issues effectively and to create positive customer experiences.

Proactively address common issues: If you know a product tends to have a learning curve, reach out to customers a week after purchase to see if they need any help.

Measuring post-BFCM retention success

Tracking the right metrics is crucial to understanding the effectiveness of your retention strategies for BFCM customers. Beyond simple measures like repeat purchase rate, focusing on more nuanced metrics helps businesses assess the long-term value of customers. You should also compare the metrics of your BFCM customers with other cohorts to understand the quality of your BFCM acquisition program as well as your BFCM retention program.

Lifetime Revenue

BFCM brings in deal-hunters, but which ones will stick around and spend more over time? LTR helps you figure out which customers are worth focusing your retention efforts on.

Profitability

Sales during BFCM often involve steep discounts, so it’s important to find whether your repeat customers are profitable. Customer Acquisition Cost (CAC) vs. Post-BFCM Revenue can show if the shoppers you’ve retained are generating sustainable profit, or if you’re relying too much on discounts.

Churn Rate

Another crucial metric is churn rate—the percentage of customers who make a purchase during BFCM and then disappear. If your churn rate is high, it’s a red flag that your retention strategies need work. Maybe the post-purchase experience wasn’t strong enough, or perhaps customers didn’t feel incentivized to return.

Customer Engagement Score

Post-BFCM engagement is key: Are customers opening your emails, clicking on social media posts, or returning to browse your site? Analyzing these behaviors shows how invested they are in your brand after the deals have passed.

Repeat Purchase Rate

This metric reveals how many of your BFCM shoppers make a second purchase. Tracking how quickly and frequently they return helps you gauge the effectiveness of your retention campaigns.

Average Order Value

It’s not just about getting repeat purchases—AOV tells you if your shoppers are spending more over time. Compare the AOV of your BFCM shoppers with that of your regular customers to see if you’re successfully cross-selling or upselling.

Purchase Frequency

How often are your BFCM customers coming back? Tracking purchase frequency over time helps you identify customers who are transitioning from one-time buyers into regulars.

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If you’re using Peel Insights, you can find all these reports (and more). You can filter these for your BFCM cohorts and arrive at some fantastic insights.

Build long-term relationships with your BFCM shoppers

Retaining BFCM customers isn't just about making more sales (although that's a nice bonus). It's about building a community of loyal customers who love your brand and keep coming back, deal or no deal.

From well-crafted loyalty programs to personalized subscription recommendations, each strategy plays a crucial role in your retention strategy. Add to this mix the invaluable insights gleaned from customer feedback, the charm of exceptional post-purchase experiences, and the power of targeted re-engagement campaigns, and you've got a recipe for lasting success.

Remember, the strategies we've discussed aren't just for BFCM. They're year-round tactics that can help you build a more sustainable, profitable business. So, as you're planning your next BFCM campaign, don't just think about how to attract new customers. Think about how you're going to keep them coming back long after the holidays are over.

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