In a prior article discussing Black Friday, we outlined the potential hazards and difficulties linked with this yearly sales phenomenon. Of particular significance are the perils related to brand loyalty and customer experience, which demand careful management to preserve enduring value.
Here are some actionable recommendations for achieving your short-term sales objectives while protecting the cherished customer relationships painstakingly built over time. And no, the solution does not entail sending additional emails or SMS messages.
Start growing your CRM ahead of time: Offer Black Friday previews and exclusive access to grow your brand membership ahead of the sales period. Launch organic lead generation campaigns through various channels, such as Instagram, Tik Tok, email, and website.
Drive referrals before Black Friday: Incentivize your existing customers to refer their friends and family to your brand. Offer rewards to both the referrer and the new customer, thereby expanding your membership organically.
Offer exclusive access: Offer your members exclusive access to your Black Friday promotions before the general public. This not only makes them feel special but also cultivates a sense of loyalty and anticipation.
Surprise & delight: Include surprise gifts in orders placed by your best customers. This unexpected gesture can leave a lasting positive impression.
Provide priority customer service: Ensure that your customer service is top-notch during the busy Black Friday period. Make sure that your best customers are recognized at every touchpoint.
Seek feedback through surveys: Encourage feedback from your loyal customers about their Black Friday shopping experience. This not only shows that you value their opinions but also helps you refine your strategies for the future.
Highlight your best customers: Showcase your loyal customers on your social media platforms or in your brand membership. Publicly acknowledging their support can strengthen their connection with your brand.
Take a personal approach: Don’t send generic emails. Rather, send a note from the founder to your best customers creating a more personal connection.
If Black Friday isn't aligned with your strategy or you're in a position to forgo promotions, leverage the event to enhance brand affinity. Showcase your brand's distinctiveness or create captivating content to deepen engagement and foster brand loyalty. Brand collaborations, community events and exclusive products are other ways through which you can drive differentiation in a busy time.
No matter your approach, remember that it's the margins, not just the sales, that pay the bills. Both you and your brand will still be there beyond Black Friday.