BFCM is Over.. What's Next?

Hey 👋

Well, that was the craziest BFCM we’ve seen in recent years..

Over $11.5B in global sales from merchants (+24% from 2023), more than 67K merchants had their record sales day, and the AOV was $109.7 🤯 

And whether your profits were big or small, you gained customers — in today’s post, we’ll show you how to turn them into repeat buyers & loyal to your brand 😁

Let’s get into it 🔥

1. Give Your Thanks 🤗 

Sending thank-you emails does wonders for building trust — especially if it’s after an event, like BFCM, or post-purchase. Here’s how to send them out strategically:

1️⃣ From The Brand — as soon as you can, send an email to your customers from your brand’s POV (the thank you must give a “feeling” that’s unique to your brand only)

2️⃣ From The Founder — a few days or a week after the first thank-you, send another one, but this time from the founder. It has to feel human, and the reader needs to know it came from a real person (be sure to add all quirks and gimmicks a founder has!)

3️⃣ Late Check-in — about 2 weeks after the founder email, send another one, checking in and thanking them again. This email could also double as an opportunity to share tips on how to use the product purchased.

Here’s an awesome example of a post-BFCM appreciation email from Abercrombie & Fitch:

Who doesn’t love being appreciated? Thank-you emails can literally make someone’s day, especially thank-you’s from founders themselves😄 

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2. Content is Still King 🤳 

Especially after BFCM, you have to spend the next few weeks or months warming up your new customers with content (specifically, value-adding content).

This can be done through emails, blogposts, social media, ads, and UGC. Focusing on your new customers, in the content you are creating, you should:

1️⃣ Share Care Tips & Tutorials

Showing your newest shoppers the must-know tips and in general how to get the most out of your product is crucial (like how to keep your new cosy cashmere sweater warm & fluffy). Bonus points if it’s UGC!

P.S — Getting an email with UGC showing how to use the product you bought makes you feel like you’re part of a community (and made the right choice)! Check out our UGC Guide for Merchants if you want to convey the same feeling to your customers 🔥

2️⃣ The Big “Why”

Each brand has a big “why”, that usually leads to a noble cause one way or another — your content should show that why off as much as possible.

Warby Parker does this well with their “Buy a Pair, Give a Pair” program, donating glasses to those who need them across the globe (their big “why” is to sell great eye-wear at a much smaller price, while helping those in need)

3️⃣ Show Different Lifestyle Fits

Your product should fit seamlessly into anyone’s daily life & routine — think of Stanley and how both hikers, gym-goers and TikTok dancers can all use the same tumbler, how could your brand’s products fit into anyone’s lifestyle?

That’s a hilariously large Stanley cup… think he hit his PR with all that hydration? 😂

Note — if your brand sells something that people constantly run out of (pet food, supplies, etc), it’s helpful to create content that reminds shoppers that they’re running out and can reorder!

3. Reviews Are Everything 🗣️ 

After your customer has had enough time to enjoy your product, ask for a review — but timing here is key. Here’s what actually matters when it comes to reviews:

1️⃣ Ask 30 Days Post-delivery — this is the ideal timing to ask for a review, ideally a photo or video review, since it can double as UGC for your website.

2️⃣ For The “Bad Reviews” — no product is perfect, you’ll get bad reviews from the occasional bad QC, misuse, or literally for any other reason.

When you get a bad review, it’s important to give a real, empathetic reply, giving tips on how to use your product better, or addressing and clearing up the customer’s issue. They need to feel heard and understood!

3️⃣ Incentivize UGC — when you send out an email asking for a review, let your shoppers know they can be reposted or featured on your brand’s official page if their review shows something unique, like quirky use cases, before-after transformations and et cetera.

Blendjet does this very well, embedding UGC into their reviews on their site:

4. Strategic Cross-Selling and Smart Reminders ⏰ 

Up-selling can seem aggressive, so cross-selling is the second best option.

1️⃣ Cross-selling — if you sell skincare & a shopper bought a facial cleanser, suggest a moisturizer to complete the routine. Glossier does this nicely, but some may be put off with the huge “Add to Bag” button:

2️⃣ Replenishment Reminders — for consumable products, send a friendly nudge to reorder 1-2 months post-purchase via SMS or email (can be automated)

3️⃣ Early Access Deals — specifically if a shopper bought during BFCM, make them feel special by giving exclusive access to upcoming sales or launches.

P.S — It’s better to give a big discount to a churning customer, especially if they haven’t come back after 45+ days than to lose them entirely!

5. Loyalty Programs & Gifts 🎁 

Your shoppers need a reason to stay, and transparent perks (with a few unexpected gifts) are a great way to do so:

1️⃣ Reward Points — for each purchase made, your customers get points they can cash in for a discount on future purchases. Make sure the system is crystal clear & easy to understand, Samsung Rewards is a good example (you can see how the points work on their page):

2️⃣ Digital Gifts — something like a curated Spotify playlist, recipe guide, eBook on how to use your product, any of these can go a long way in making your customers feel appreciated

3️⃣ App Partnerships — check what apps have the same mission as your products. Say you make weighted blankets, partnering up with a sleep app (so that your shoppers get a discount to their subscription, or vice versa) would be great, since both products complement each other. 

P.S. — Don’t forget about the Christmas Holiday season! BFCM was just the start, check out our post on Last-Minute Tips for Q4 eCom to prepare in advance! 😄 

That’s it! We covered the main ways you can nurture your new relationships post-BFCM 🔥

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Daniil from ECORN