Black Friday Cyber Monday is not just a weekend anymore, it’s a season! And it smashed records this year, according to Shopify’s real-time sales analysis. Since it’s obviously here to stay, getting BFCM ‘right’ can have a huge impact on sales.
In our latest Concrete Conversations, we sat down with Kristen Jones, Director of Marketing at SuitShop, a contributor and editor at The Quality Edit, and an advisor at Yumwoof. Oh, and she’s a freelance strategist and content creator on the side. Kristen has seen everything under the sun when it comes to DTC, so we asked her to break it down for us.
Read on to see how you can: learn from this season’s Black Friday sales, maximize customer retention, and leverage tools to simplify your business and build a community.
Kristen, let’s dive right in!
I saw a lot of great marketing this Black Friday. As usual, evergreen influencers with social clout, and brands that own first-party customer data crushed it.
But we can all learn something from failure. Without naming any names, here are the biggest mistakes I saw out there this holiday season and how they could have been improved.
The key takeaway?
There was way too much focus on top-of-the-funnel customers, and not keeping the ones you already have happy. Brands that want to maximize returns from holiday traffic need to keep it fresh.
Providing a great shopping experience means you retain customers and scale their lifetime value. And the best way to do this? Figure out what problems your customers have and fix them. Here’s how:
The key takeaway?
Good news travels fast in this business. When people love your product they tell their friends. Start by solving their problems and providing a great customer experience. That is how you start to build a loyal community.
A lot of the mistakes I saw this holiday season came down to companies not doing proper segmentation and targeting. This is something that is easy to fix and automate, provided you’re using the right tools.
Without a proper tool stack in place, your team is going to struggle, and mistakes are going to happen. Make sure you have all the tools you need so you can focus on delivering a great product, building up your community, and scaling your business.
It’s not easy building a community, but they’ll be your best customers for life if you can develop one. Below are some brands that have rabid fan bases who love their products and want to be a part of them. Here is what they are doing well:
Cultivating a community can be challenging. I recommend following these brands and watching how they do it. Community will come when you keep working hard at it. It’s not something you can force but it will pay dividends.
Implement these tips and takeaways and you’ll be sure to retain customers and maximize your returns next holiday season.
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