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