Use personalised messaging to acquire loyal customers on Black Friday

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 23, 2021, 5:08 PM UTC

With ecommerce making up for over one-quarter of all retail sales in the UK, brands must focus on building long-term customer relationships in November this year.

Though it would be challenging for brands to recreate in-store Black Friday excitement and demand online, using right tools and strategies can help businesses drive sales and acquire loyal customers. Instead of push-selling products, marketers must focus on using the Black Friday sale to convert one-time shoppers into loyal customers.

Brands should segment audiences based on their demography, order value and purchase history. They should use these insights to provide customers with offers tailored to each customers’ buying pattern, desires and purchase behaviour. For instance, a garden brand can promote premium plant care products to high-value customers who recently bought specific plants. They can further personalise the brand messaging with customer names and contextual information.

To avoid getting lost in the competition, brands can consider extending their Black Friday campaign for weeks or a month. With more than 40% of customers saying slow delivery would stop them from recommending a brand to friends, businesses must prepare their supply chains to handle spikes in online orders during the Black Friday sales.

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