Turning shoppers into loyal fans: how to retain customers post-Black Friday

1) Optimise the post-purchase experience

The Black Friday shopping experience doesn’t end when customers check out—it extends into the post-purchase phase, where meaningful impressions are made. This stage includes everything from personalised post-purchase communication and streamlined delivery to responsive customer service and easy returns. Customers appreciate a seamless, hassle-free experience that makes them feel valued and confident in their purchase.

• Real-time updates: Keep customers informed with real-time delivery updates, whether via SMS or email. Proactive communication about order status, delivery delays or any changes builds trust and removes any uncertainty. It also reduces the number of Where’s My Order (WISMO) requests to the customer service team.

• Unexpected surprises: Small surprises go a long way in delighting customers and making their experience memorable. Consider including a free sample, a discount code for their next purchase or even a handwritten thank-you note. These gestures create positive associations that encourage customers to return for more.

• 24/7 omnichannel support: Post-Black Friday, having round-the-clock support available can resolve customer queries quickly. Whether through AI chatbots, live chat or social media, omnichannel support ensures customers feel connected and assisted, which enhances loyalty.

2) Create personalised campaigns

Personalised marketing campaigns aren’t just for attracting new customers—they’re crucial for re-engaging existing customers too. Automated, cross-sell campaigns, via email, SMS or even WhatsApp, with exclusive post-Black Friday discounts can entice customers to return, boosting revenue and building loyalty.

• Data-driven personalisation: Collect customer data from various touchpoints across the shopping journey to create customer profiles. With a Customer Data Platform (CDP), you can build 360° unified customer profiles and personalise post-Black Friday campaigns based on individual preferences and previously purchased products, making your communications relevant and engaging. But that’s not all, with an AI Decisioning Engine you can analyse customer behaviour to predict the next buying stage, ensuring all campaigns deliver truly personalised recommendations.

• Segmented marketing: Use purchase history to segment customers and send personalised follow-up campaigns. Offer recommendations for complementary products based on their Black Friday purchases, increasing the likelihood of repeat buys, particularly for future shopping events.

3) Introduce loyalty programs

Introduce or promote loyalty programs to convert Black Friday shoppers and keep them engaged via their favourite channels. A well-structured program with regular updates gives shoppers a reason to return, keeps your brand top-of-mind and makes them feel special.

• Points and rewards: Offer points for purchases, reviews or referrals to give customers a reason to return. Consider offering a sign-up bonus or exclusive discounts to Black Friday shoppers who join your loyalty program, creating an added incentive to stay engaged.

• Exclusive offers: Consider discounts and offers for loyalty program members, like a time-limited “VIP access” sale that only past customers can access or early access to holiday deals. Limited-time perks keep customers engaged and increase purchases.

4) Collect and act on customer feedback

Customer feedback is a vital part of any business, it provides an essential point of contact between the buyer and the seller and is invaluable for understanding customer experiences and refining post-Black Friday strategies. Automated post-purchase messages via email or WhatsApp, can easily capture customers' thoughts.

• Incentivised reviews: Offer discounts or potential prizes for customers who provide feedback. Incentives can encourage honest input, which not only helps other potential customers but also provides insights to improve your offerings.

• Responsive customer service: Respond promptly to both positive and negative reviews. Showing appreciation for feedback or addressing issues publicly demonstrates accountability and commitment to improvement, which resonates with potential and returning customers alike.

5) Leverage future shopping events

Black Friday brings further shopping events, from the festive period to Boxing Day and January sales. Targeted product recommendations based on previous Black Friday purchases can engage customers when looking for more gifts, holiday essentials or New Year deals.

• Personalised gift guides: Using purchase history via a Customer Data Platform and AI Decisioning Engine you can create personalised gift recommendations tailored to each customer. Whether it’s for last-minute holiday gifts or New Year’s essentials, personalised suggestions make shopping easy and relevant.

• Holiday reminders: Send gentle reminders and notifications via SMS of upcoming sales or special offers aligned with the holiday season. Customers will appreciate the tailored recommendations, especially if they’re still in “holiday shopping mode.”

Customer retention doesn’t happen by chance; it requires strategic, thoughtful actions that keep customers coming back. CM.com's Engagement Platform allows you to manage all customer interactions; from creating seamless post-purchase experiences with Omnichannel Support to leveraging data for personalised campaigns and loyalty programs in a Customer Data Platform.

Each step plays a vital role in transforming one-time Black Friday shoppers into repeat customers. When done well, these strategies not only drive revenue but also establish a loyal customer base long after the Black Friday buzz has faded.