Maximising BFCM Success: The Importance of Customer Segmentation, Personalisation, and Full-Funnel Strategies

As Black Friday and Cyber Monday (BFCM) approach, retailers everywhere are gearing up for one of the most profitable shopping events of the year. But to truly unlock the potential of this busy period, a blanket approach won’t cut it.

  1. Engage the Full Customer Scale and Find New Brand Lovers

The first step to maximising BFCM is to engage the full spectrum of your audience — from loyal repeat customers to potential new shoppers who haven’t yet discovered your brand. By segmenting your audience, you can create more relevant, tailored messaging that resonates with different types of customers.

Loyal customers: These are your brand champions who have already shown commitment to your products. Offering them exclusive, early-access deals can reinforce their loyalty and drive repeat purchases.

New customers: Attracting first-time buyers is crucial to long-term growth. BFCM is the perfect opportunity to introduce new customers to your brand with special introductory offers, driving initial purchases and creating a lasting impression.

This is where customer segmentation becomes key. By analysing purchase behaviors, demographics, and engagement levels, you can target new brand lovers more effectively and ensure you’re speaking to their unique preferences.

  1. Make Sure You Have a Full-Funnel Approach

To succeed during BFCM, it’s essential to implement a full-funnel approach that balances brand awareness with performance marketing. This strategy ensures that you’re not only converting the low-hanging fruit but also filling your pipeline with fresh prospects.

  • Top of the funnel (Awareness): Start with reach and traffic campaigns. These campaigns help you broaden your reach, allowing more people to discover your brand and products. They are essential for growing your audience, especially as new customers begin to explore deals ahead of the sales.
  • Middle of the funnel (Consideration): Once you’ve captured attention, your focus shifts to driving engagement. Here, retargeting strategies come into play. Use social proof like reviews and testimonials, alongside personalised messaging, to encourage potential buyers to move closer to purchase.
  • Bottom of the funnel (Conversion): Performance campaigns, powered by dynamic ads and personalised offers, will ensure that you convert these engaged visitors into paying customers. Special time-sensitive deals, scarcity messaging (e.g., “limited stock available”), and abandoned cart reminders can push shoppers to complete their purchases.
  1. Personalisation Drives Revenue

A personalised approach during BFCM can lead to increased customer satisfaction and ultimately more sales. Consumers are more likely to convert when they feel your offers speak directly to them. This can be achieved by:

  • Personalised product recommendations: Use previous browsing or purchase data to suggest relevant products for each customer.
  • Dynamic pricing or discounts: Tailor discounts based on customer loyalty or cart value, giving your most engaged customers exclusive perks.
  • Email segmentation: Personalised email marketing based on customer segments can lead to higher open and conversion rates. For instance, sending a targeted message to a segment that shows high cart abandonment can be a powerful nudge.
  1. Strategies to Bring New Customers into the Fold

To continue building your customer base, you’ll need to employ acquisition strategies specifically designed to attract new shoppers during BFCM.

  • Lookalike audiences: Use your existing customer data to create lookalike audiences that resemble your best buyers. These audiences are more likely to convert, and BFCM can be a great time to introduce them to your brand.
  • Influencer partnerships and UGC: Collaborate with influencers or encourage user-generated content (UGC) to build trust with new customers. Seeing real people engage with your brand during BFCM can make a significant difference in attracting fresh buyers.
  • Referral programs: Incentivise your existing customers to bring in new ones by offering discounts or rewards when they refer friends and family to your brand.

 

BFCM is a massive opportunity for businesses, but to maximise its potential, you need a well-rounded strategy. By engaging your full customer scale, leveraging customer segmentation, and employing a personalised approach, you can attract new brand lovers and nurture your existing audience. Add to that a full-funnel strategy with reach, traffic, and performance campaigns working in harmony, and you’ll be well on your way to turning BFCM into your most profitable time of the year.

About Ribbon Gang

Ribbon Gang Media is an award winning digital experience agency, providing services in websites, SEO, social media marketing, advertising and video. 

For all enquiries, please contact info@ribbongang.com

Filters
Filters