Transforming Seasonal Shoppers into Long-Term Customers

While the Black Friday Cyber Monday (BFCM) sales are always a welcome addition to the calendar, you might be wondering whether you can transform this one-time sale into something more. If so, you aren't alone because the rush of BFCM often leads to people buying from brands of which they don't even know the name. If you could convert even a small percentage into regular customers, it could have a huge impact moving forward. Today, we’re going to provide you with some advice!

Always Follow-Up Through Email - When customers order, you get their email address so use this wisely and always tell your story in the first email. After waiting a few days, list a couple of bullet points explaining the key points of your business and this immediately gets them thinking. Rather than most companies, who hit them with dozens of marketing emails, you’re now unique by placing importance in your brand rather than just their money.

According to a recent report, these types of nurturing emails get a much better response (ten times better!) than promotional emails. After your starting welcome email, we’ve found the most success in either educating the audience or making them laugh. If you can do one of these two things, you’ll generate interest around your brand. Additionally, stories of your brand culture work well along with customer stories.

Always Exceed Expectations - During BFCM, what do most companies do wrongly? For starters, they treat all customers like one-time shoppers so, to nobody’s surprise, they only shop the one time. Instead, you should be seeing the opportunity to build a relationship with a customer. Just because they’re ordering due to a special offer, this doesn’t mean their future custom isn't available to win. Always Exceed Expectations - During BFCM, what do most companies do wrongly? For starters, they treat all customers like one-time shoppers so, to nobody’s surprise, they only shop the one time. Instead, you should be seeing the opportunity to build a relationship with a customer. Just because they’re ordering due to a special offer, this doesn’t mean their future custom isn't available to win.

A few days after they place the order, send a little ‘thank you’ email showing how grateful you are they chose your business. If we’re talking about a handful of customers, take an hour to write hand-written ‘thank you’ cards. If it’s slightly more, take an afternoon to send personalized emails. Sure, this might require a little investment in your time but it WILL be worthwhile. If it’s an option, why not offer them a small discount for their next order; they’ll soon return!
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Rather than waiting for your customer to message you with an issue to show the talent of your customer service team, be proactive and take the initiative. Let them know you’re willing to help should they have any concerns or questions. While on this note, BFCM sees more customer support requests than any other time on the calendar so have your response time faster than ever. While you won’t need to do this all-year round, opening up the phones and having more staff in over this weekend could be critical.

Finally, feel free to search for your customers on social media to send a little message. If their friends see this, you might just gain some new customers.

Facebook Retargeting - With a Facebook retargeting pixel, you can highlight those who reached the checkout phase. From here, you can target this small niche with specialized ads whether it’s a new sale, special offers, a new product line, or just a plain attempt to get them back again. For this to be successful, you’ll need to grab their attention almost immediately. With a simple message of ‘how did you get on with your product?’, they won’t believe that you’ve gone to the effort so surprise them.

Summary - Despite the BFCM period being a little hectic with millions of orders across thousands of websites, customers are always looking for the same things and a positive interaction with a business is one of them. If you can make your customer feel great, they’re more likely to be loyal to your brand in the long run.

With many new shoppers coming to the fore during this season, be willing to get creative and try new things. If it doesn’t work, at least you know for the future. If it does work, you might just gain yourself long-term customers who come back time and time again!

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