Black Friday Cyber Monday (BFCM) is a goldmine for ecommerce businesses. But beyond the immediate sales frenzy, it’s a strategic opportunity to build long-term customer loyalty and profitability. In this comprehensive guide, leading digital performance agency and MS-Direct partner, R17 Ventures AG, cover everything you need to retain customers after BFCM. They also delve into a crucial but often overlooked aspect: respecting user privacy while maintaining marketing measurement.
The Power of Google Consent Mode.
In today’s privacy-conscious world, building trust with your customers is paramount. This is where Google Consent Mode comes in. It ensures you only collect data users explicitly allow, adhering to regulations like GDPR and CCPA. But Consent Mode offers more than just compliance:
- Preserves Marketing Measurement: Even with users opting out of cookies, Consent Mode helps recover data through modelling. This prevents you from flying blind with marketing efforts.
- Enhanced Ad Targeting (Advanced Mode): Advanced Consent Mode provides more accurate data modelling, allowing you to reach the right audience with laser focus.
- Future-Proofs Your Business: As data privacy regulations evolve, Consent Mode positions you for smooth sailing.
Implementing Consent Mode: A Streamlined Approach.
Implementing Consent Mode: A Streamlined Approach
The recommended approach for most businesses is to leverage a Consent Management Platform (CMP). A CMP simplifies implementation by:
- Managing Consent Across Platforms: It ensures consistent user consent management for all vendors and platforms on your website, including Google tags.
- Translating Consent Choices: The CMP translates your cookie banner options into signals Google tags understand.
- Offering Additional Features: Many CMPs provide valuable extras like user consent reporting and analytics.
Some popular CMP options include Cookiebot and CookieScript (subscriptions may be required). With the correct implementation, businesses can reduce the impact of lost data due to privacy and ensure a successful BFCM. But what happens after BFCM?
Reading tip: Use these 5 strategies to optimally prepare for the next Black Friday & Cyber Monday.
6 tactics to boost post-BFCM customer retention.
Here’s where the magic happens: transforming those fleeting BFCM purchases into long-term customer relationships. Here are 6 proven tactics to keep your new customers coming back for more:
Nurture first-time customers with personalised post-purchase emails
- Don’t let those new customers disappear into the digital abyss. Segment your BFCM email list based on purchases. Did someone buy a new coffee maker? Send a welcome email series thanking them, offering helpful brewing guides, and suggesting complementary coffee beans or filters. Personalise emails with the customer’s name and recent purchase history to make them feel valued.
Target customers with a subscription opt-in discount
- Subscription services offer predictable revenue streams and build customer loyalty. Send an email with a clear explanation of the value proposition of your subscription service, highlighting convenience and potential cost savings. Provide an exclusive discount compared to what’s available on your website to incentivize sign-ups. Consider offering product bundles that include the subscription service to increase average order value (AOV) and lifetime value (LTV) of your customers.
Upsell and cross-sell to existing customers
- Your existing customer base holds immense potential. Segment your BFCM email list based on the products purchased. Did someone buy a new running watch? Send them a post-purchase upsell email series suggesting complementary products like heart rate monitors or water bottles. Personalise emails with the customer’s name and recent purchase history to make your recommendations relevant.
Referral programs
- Turn your happy customers into brand advocates. Offer incentives to existing customers for referring friends and family. This leverages the power of social proof and can significantly expand your reach. Design a program that’s easy to understand and participate in.
Update your VIP lists
- Identify your most valuable customers and ensure they feel appreciated. Adjust VIP lists based on recent purchases and inform customers of their status and any associated benefits. Offer special incentives and exclusive discounts tailored to their VIP tier. This will motivate them to continue shopping with you.
Request testimonials
- Positive customer reviews are like gold for ecommerce businesses. They build trust and credibility, influencing potential buyers. Reach out to satisfied customers and encourage them to share their thoughts and experiences with your products or services by sending them product review email requests. Showcase these testimonials prominently on your website and social media channels to leverage social proof and build trust with future customers.
Conclusion.
By implementing these comprehensive strategies and leveraging Google Consent Mode, you can transform Black Friday Cyber Monday into a springboard for building a loyal customer base and achieving sustainable growth. Remember, the holiday season might be a goldmine for sales, but true success lies in cultivating long-term customer relationships throughout the year. Put these tactics into action and watch your store flourish beyond the BFCM rush – and if you need help, contact R17 for an obligation-free offer.
The R17 team can help you leverage search engine advertising, paid socials and email / SMS / WhatsApp marketing through performance marketing to increase revenue year-round – with fees determined by results. They also offer content production as a service, data analytics and reporting dashboards, and various other digital services tailored to growth-hacking your business.