Black Friday is a special event for e-commerce stores that puts all their marketing efforts into getting more sales during the sale season.
Competition is fierce at this time, causing PPC offerings to rise and stores simultaneously fighting for buyers’ attention.
While putting that much effort and carrying higher marketing costs for customer acquisition, you can’t afford to have Black Friday and Cyber Monday campaigns end up with a wasted opportunity.
In addition to getting more customers to buy your products, you should have a strategy to convert first-time buyers into repeat shoppers that don’t limit themselves to creating Black Friday popups on your web page. You want to build loyalty and gain repeat customers.
In this article, you’ll learn seven proven strategies for building customer loyalty after Black Friday is over. Let’s dive deep into the subject!
1. Offer excellent customer support
One of the biggest drivers of customer loyalty is customer support. Double your customer support availability by Black Friday, including your call center support and live chat agents.
Analyze your ticket submission process and optimize for higher efficiency. You want to move beyond customer satisfaction to customer loyalty. This includes your existing customers – brand loyalty is key here.
For example, you can have shoppers ask more specific questions about your products and services and provide more information about the topic to make it easier and faster for customer support representatives to respond to support requests.
Consider adding required fields and multiple choice questions to your chat window, and channel responses based on topics and issue type. Use a chat support plugin to interact with your website visitors through multiple channels such as Instagram, Whatsapp, and Facebook.
Make sure you learn from previous campaigns and try to improve your store based on customer feedback. In the long run, this will help you encourage customers to keep coming back.
For example, a customer may have requested more specific payment methods. So for this Black Friday campaign, you can integrate payments with Hubspot or any other CRM you use and offer more payment methods. It’s all about exceeding customer expectations with your customer service – a happy customer is more likely to come back and buy again.
Tip: Do not forget to ask your customers to give you a rating about the Net promoter. It can help persuade people to buy from your brand.
2. Create additional sales offers
Note that people use Black Friday and Cyber Monday to search for special offers and discounts. We’ve all been there, haven’t we?
Your Black Friday customers may not remember your brand name after the discount rush is over because they shop from multiple places at the same time.
Find ways to make your brand memorable for customers. Consider shipping your products in custom packaging so customers remember your brand and you can stand out from the competition.
And continue to build relationships with your Black Friday customers after their first purchase is made. For example, you can encourage them to buy more related products or goods that match their preferences. This way, you will increase interest in your other products, get a customer to check out more products in your store, interact with them more and ultimately increase the chances of a new purchase and increased customer spend.
See how Dollar Shave Club used an upsell offer in an email campaign to drive higher cart volume.
This email comes right after a customer completes a purchase offering a “search” of several other related products.
If you serve B2B e-commerce customers, you might consider applying this strategy by using offer templates for Black Friday and sending personalized offers to your potential or existing customer base.
3. Reward customers for referrals
People tend to trust their friends’ recommendations. Half of Americans prefer to trust their friends’ recommendations than any other form of marketing.
If you have the right product and a good reputation, referral programs are the marketing tool you should integrate into your Black Friday campaign.
Consider offering a discount to both the referrer and the referral friend. In this way, your existing customers and their friends gain incentives. Your referral marketing strategy creates a win-win situation.
Take a look at an example of such a referral campaign.
Designing your referral campaign with a growth consultant or with your own marketing team will help create better incentives for one-time shoppers to continue buying at your store and recommend it to their friends.
4. Set expectations for shipping time
Delays are expected during the holiday season, and although you can do nothing to affect shipping time, you can still keep your customers satisfied.
You can do this by being transparent about shipping delays and providing your customers with more information about the shipping policy.
Assuming you don’t have an updated shipping policy FAQ for the holiday season, this is the time to edit it. Include information about tracking shipments during the sale season, delivery time, shipping options, international shipping, and refunds.
Communicate expected delivery time early enough in the purchasing process – set the right expectations to help your customers avoid unpleasant surprises when delivering their products – just like Nike did.
5. Implement smart retargeting
After Black Friday and Cyber Monday are over, you’ll encounter at least two of these types of audiences – first-time buyers and visitors who haven’t bought anything from your store.
You will likely have duplicate recipients as well, but for now let’s focus on the two groups mentioned above.
Many e-commerce businesses fail to convert one-time buyers into repeat shoppers after the sale season. Therefore, you need to retarget these visitors with more personalized content.
For example, you might consider offering special deals to people who have only placed an order in your store once. Also, drive more sales with Youtube or Facebook retargeting ads by keeping your first-time visitors coming back to your store.
Then you need to have a different retargeting strategy for store visitors who haven’t purchased. This can create a significant incentive to return to your store, such as 10% off their first purchase.
6. Make returns easy
If the return process is easy, 92% of customers will buy again. There’s no point in creating more friction for customers with a complex returns policy. Since so many Black Friday shoppers make their buying decision without thinking, you should expect more returns.
But this trend should not disappoint you. See it as a challenge, not a problem, and use the feedback to create a seamless customer experience.
Let’s take a look at how this brand eliminates the hassle of purchasing a product that requires a bit of a test drive before making a final purchase decision.
Hyphen highlights a risk-free purchase that allows customers to test their mattress for 100 days.
When customers decide to return goods, you must continue to nurture your relationship with them. Keep that in mind by making sure your marketing communications are pre-set, including newsletters and retargeting campaigns.
Also, showcase your online reputation in your marketing campaigns and throughout your website. This builds the trust necessary for a buyer to make a repeat purchase. For example, you can use your WooCommerce or Shopify product reviews as a social proof tactic to convert unsuccessful customers into happy customers.
Once the BFCM season is over, it will be much easier for you to get these buyers to visit your store again. They will not have any fears and objections as they already have an easy return process.
Keep in mind that 72% of consumers will spend more at a store that has a simple return policy and is advantageous for a customer.
7. Divide your newsletter into sections
Instead of sending the same post Black Friday email campaigns, consider sending more personalized messages triggered by multiple factors.
You can add many ecommerce customer segmentation criteria such as record source, purchase history, engagement, cart size, and preferences.
The more targeted your emails are, the more revenue you can generate. Klaviyo reviewed more than 1.5 billion emails sent in Q4 2016. They sent two groups of emails, a targeted list (25% of people) and a main (public) list (75% of people).
The test result shows that more targeted emails sent to a smaller group of people perform significantly better and generate higher revenue.
Don’t neglect the power of personalization the next time you plan to feed your customers online.
When you ignore these basic strategies, customer loyalty will likely drop. Start crafting your nutrition strategies and marketing plan long before the industry’s major event to ensure you’re ready to convert your first-time customers into year-round shoppers.
Consider your customer journey and how you can increase customer loyalty and improve your customer relationships.
Consider including the following building blocks and our seven tips to get more return buyers:
- Implement a referral program
- Set expectations for shipping time
- Implement smart retargeting
- Make it easy to return goods
- Implement list segmentation
- Offer better customer support
- Create an upsell offer
Now it’s time to put the lesson into practice!