One of eCommerce brands’ biggest mistakes during Black Friday and Cyber Monday is not focusing on customer retention. Acquiring a customer will always cost more than retaining one, and loyalty programs ensure that you keep your customers engaged even after the holiday shopping season.
Your loyalty program campaigns should function in two parts during the sale season:
- Re-engage your existing customers
- Attract new customers
Part I: Re-engage existing customers before Black Friday
When executed correctly, loyalty programs ensure that your existing customers are engaged with your brand year-round. You’ve put a lot of time and effort into growing your customer base; they mustn’t forget you during their holiday shopping.
Here are some ways you can re-engage your customers:
Upgrade your loyalty perks
Your loyalty program should constantly be evolving and growing. This is the time to assess what’s working and what’s not. If your customers no longer use certain perks, it might be time to sunset them. Alternatively, if you notice that certain rewards are popular, consider adding more or making them more valuable.
Remind them to use loyalty rewards
If you already have a loyalty program, your customers likely have some rewards waiting to be used. Now is the time to remind them of those benefits and how they can use them during Black Friday and Cyber Monday. Make it easy to see how they can use their rewards and what kind of deals they can get. This will entice them to shop with you again and help increase your sales.
Exclusive discounts/early bird access
Your loyalty program members should feel like they are getting the best possible deal. After all, they are your most loyal customers. Offer them exclusive discounts or early access to Black Friday and Cyber Monday deals. This will make them feel appreciated and valued and more likely to continue shopping with you.
Need help engaging and retaining your customers? Talk to a mobile commerce expert today.
Part II: Attract and retain new customers for Black Friday
Just because someone isn’t a loyalty program member yet, doesn’t mean they never will be. The holiday season is the perfect time to attract new customers and enroll them in your program.
Create a smooth checkout experience
The last thing you need is a potential repeat customer getting frustrated in their buyer journey and moving on. The holiday season is when your brand attracts a lot of new customers. The first step to make sure they return to your brand is to ensure that their experience in your store is as smooth as possible. This is the perfect opportunity to ensure that each step is optimized for ease of use, from page load times to checkout.
Make sign-up frictionless
Make the sign-up process for your loyalty program as easy and seamless as possible. No one wants to spend a lot of time creating an account, so ensure it only takes a few clicks. The easier you make it, the more likely people will enroll.
Many mobile app integrations allow you to invite customers to create an account after completing a purchase simply by checking the “create an account with the information you provided” box.
Use perks to drive action
Incentivize people to sign up for your loyalty program by offering them perks. This could be anything from a discount on their first purchase to a gift. The key is to make the offer unique and irresistible.
Keep in touch post-sale
The secret to a successful loyalty program is engagement. You can still engage your customers post-sale and encourage them to sign up for the loyalty program. Send them follow-up push notifications, emails, and an SMS with exclusive deals.
Put your brand values in the spotlight
Consumers are increasingly making shopping choices based on brand values and brand messages. During the holiday season, customers are enticed by the best discounts. Your brand values play a role in customers’ buying decisions for the rest of the year. This is your chance to show potential customers what your brand is all about. Highlight your brand values and what makes you different from the competition.
Customers are more likely to recommend your brand or program to others, especially if they can leverage its additional value. Encourage your existing customers to spread the word about your loyalty program. Offer them referral bonuses, such as a discount or free product, when they get someone new to sign up. This is a great way to grow your customer base organically and attract new people to your program.
Want more strategies for Black Friday and Cyber Monday?
The sales season can be very stressful. But we don’t need to tell you that Plobal Apps has vowed to make it simpler by partnering with eCommerce experts. Get in touch with our team today.