Post-BFCM: 4 Approaches to Maintain Your Newly Acquired Customers

👉The original blog is posted on FoxData.


This year's Black Friday-Cyber Monday (BFCM) sales showed significant growth in online shopping. In the U.S. alone, Black Friday online sales reached a record-breaking $9.8 billion, up 7.5 percent year-over-year. Salesforce reported even higher global figures, totaling $16.4 billion in the U.S. and $70.9 billion globally, with a record 79 percent of purchases made via mobile devices.

The surge in sales was attributed to steep discounts and the increasing use of flexible payment methods, including "buy now, pay later" services. Mobile sales, which accounted for 54 percent of all online sales, played a key role in this trend, reaching $5.3 billion on Black Friday alone.

Black Friday Cyber Monday (BFCM) will be a goldmine of customer data for every retailer, resulting in a dramatic increase in website and messaging traffic and engagement. The most successful software developers, retailers, and marketers know that with smart planning, the real rewards can last beyond the end of November. 

It has been reported that 25% of consumers and 32% of Gen Z consumers are still holiday shopping after BFCM ends. This represents a huge opportunity to engage prospects and convert them into customers. But there's more to the story than just sales, and the BFCM season is the ideal time to build awareness and engagement between retail brands and their customers. While every customer protected during BFCM is important, every new viewer who visits the site or responds to a promotion represents a new prospect for long-term engagement and conversion. FoxData shares four strategies that app developers, retailers, and marketers can use to capitalize on post-BFCM momentum and retain new customers.

1. Evaluate BFCM Outcomes and Enhance Future Campaigns

To gauge the effectiveness of your Black Friday/Cyber Monday (BFCM) marketing efforts, it's crucial to analyze key performance indicators (KPIs). Examining the successes and shortcomings of your BFCM campaign provides valuable insights that can refine your approach for upcoming promotional events, such as Christmas and post-holiday sales. Recognizing that BFCM is a milestone in the journey towards fostering enduring digital customer relationships, brands should leverage this opportunity to refine marketing strategies, thus improving profitability and customer familiarity with the brand's offerings, ultimately strengthening customer engagement.

Begin by considering the following:

• Which marketing strategies were most effective in this BFCM?
• Which campaigns and customer journeys yielded the best results?
• Which promotions had the highest performance?
• Which segment of your audience engaged the most?
• What were the top-selling products?
• In what ways did you enhance efficiency, saving time and resources?

Utilize the engagement data from your BFCM campaign, like clicks, views, purchases, downloads, revenue of your app to craft targeted follow-up campaigns that encourage further purchases. FoxData's Downloads and Revenue helps you check the engagement data of your users.

2. Convert BFCM Shoppers into Regular Customers

BFCM is an opportune time for retailers to acquire new customers. Post-BFCM, it's time to implement engagement strategies that convert one-time buyers into loyal brand advocates.

Traditionally, retailers might have focused on the marketing funnel stages: awareness, consideration, conversion, and loyalty.

FoxData suggests inverting this funnel to prioritize engaging BFCM customers and first-time buyers.

Encourage brand advocates to share their purchase experiences and reward them for their involvement. Then, leverage this user-generated content to encourage first-time buyers to make additional purchases or join higher-engagement programs like subscription services or loyalty programs. Incorporating social proof into your marketing can increase repeat purchase rates and the lifetime value of BFCM shoppers.

3. Implement Segmentation for Retargeting

With BFCM over and sales normalizing, it's crucial to maintain the momentum by re-engaging with key audiences using personalized messaging and targeted ads across email, SMS, and push notifications.
Following a successful BFCM, plan a segmented campaign to keep prospects and customers informed about your offerings. FoxData recommends scheduling December campaigns using customer data to create detailed segments. Set up automated email flows triggered by specific customer behaviors to ensure communications are timely and relevant.

4. Promote Customer Reviews Post-BFCM

Soliciting reviews is a powerful engagement tool that can increase customer retention and lifetime value, especially post-BFCM. Reviews provide a non-sales-driven method to connect with customers and instill confidence in prospective buyers.

FoxData's feature of Ratings & Reviews, available for app developers and marketers, centralizes review data, enabling them to maximize the benefits of users' feedback. App developers and marketers can view review details and delve into data that can influence product development and app design, which includes Daily Changes, Version Rating Distribution, and Country/Region Breakdown. Beyond that, you can also monitor your competitor's rating and review data. 



You can also try "Reply to Review" to rely your users' review. Beyond that, the feature of tag is also helpful, as it'll make it easier for you to follow up on the review, especially the potential negative review.

Then negative reviews can be addressed by customer service to turn potential negatives into positive experiences, while App developers and marketers can also incentivize positive reviews with personal thank-you messages or other benefits.

Now just join FoxData and embark on a journey of business growth as we provide Ratings & Reviews and Downloads and Revenue services that help you be the No.1 in your category rank during Black Friday and Cyber Monday, and even a whole year!

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