Peak season is almost upon us and brands are making the final push to handle the flurry of Black Friday Cyber Monday (BFCM) sales. The season is called “peak” for a reason. It’s a critical high-sales period around the holidays that drives a significant portion of a retailer’s annual revenue. Many brands spend ample time optimizing operations, marketing and customer experience to capitalize on the increased demand.
While preparation is important, there are still sales to be made after the five-day span is complete. Not everyone shops during those days – and many buyers can be found scrambling to shop last-minute. You can maintain momentum by employing actionable strategies that help you sustain sales post-BFCM.
The Black Friday and Cyber Monday rush may be over, but the opportunity to drive sales and create loyal customers doesn’t end there. Maintaining momentum post-BFCM means strategically and proactively approaching your operations. You’ll want to focus on engaging marketing strategies, optimized marketplaces and seamless inventory management and reverse logistics. The goal is to sustain engagement, maximize revenue and turn seasonal shoppers into loyal, year-round customers.
Marketing strategies to maintain post-BFCM sales
Driving more sales post-BCFM starts with marketing. Deploying strategic marketing campaigns that reengage customers and attract new ones is crucial. This can be achieved through timely promotions, leveraging targeted communication channels and reconnecting with shoppers who showed interest during BFCM. Maintaining this type of visibility allows you to capitalize on the holiday shopping spirit while laying the groundwork for customer retention well into the new year. Here are some strategies you can use:
- Run post-BFCM promotions: Keep the holiday excitement alive by offering exclusive discounts for upcoming events like last-minute deals, extended deals or New Year’s sale. Highlight these holiday promotions in banners, emails and on social media to capture lingering holiday shoppers.
- Email and SMS campaigns: Use segmented lists to send personalized messages based on customers' previous behavior, such as recent purchases or abandoned carts. Include tailored product recommendations and limited-time offers to encourage repeat purchases.
- Retargeting campaigns: Reengage potential customers who browsed your site or engaged during BFCM but didn’t make a purchase. Use retargeting ads on social media and search engines to remind them of items they viewed or abandoned in their carts.
Optimize marketplaces to keep sales momentum
Marketplaces are essential channels for maintaining sales momentum after BFCM. People use Amazon Marketplace and Walmart Marketplace to attract a diverse and active audience, and, in some cases when using FBA or Walmart Fulfillment Services, are able to offer swift shipping. To stay competitive, brands must use multiple platforms, refine their product listings and advertise for maximized visibility. These efforts help convert holiday shoppers into buyers and set the stage for continued growth. Try the following:
- Leverage multi-channel listings: Ensure your products are listed on major marketplaces like Amazon and Walmart, as well as niche platforms relevant to your audience. This expands your reach and captures customers actively searching for products post-BFCM.
- Optimize product pages: Keep your product pages fresh with updated visuals, SEO-optimized keywords and highlighted post-BFCM deals. A polished listing can boost search rankings and attract more clicks.
- Utilize marketplace advertising: Invest in paid campaigns on marketplaces to maintain visibility. Highlight promotions or best-selling items to capture the attention of shoppers who may still be browsing for deals.
Tips for sustained engagement
The goal is to keep customers engaged beyond BFCM and peak season. Brands can encourage repeat purchases through streamlined returns, effective inventory management and by delivering value and a seamless experience. These tips can help brands turn seasonal shoppers into long-term customers while optimizing operations for continued success.
- Repeat purchases: Offer incentives like post-purchase discounts, loyalty points or exclusive deals for returning customers. Plus, further boost engagement through things like personalized email follow-ups with product recommendations based on previous purchases.
- Smooth return process: Simplify your returns with a clear policy, pre-paid shipping labels and easy-to-use portals. A hassle-free returns experience builds trust and can increase customer retention.
- Inventory management: Balance restocking popular items to meet ongoing demand while using strategic promotions to move seasonal or surplus inventory. This lets you maximize sales opportunities while keeping your warehouse efficient and organized.
Cart.com for your commerce and fulfillment needs
Cart.com supports brands throughout every season with a full suite of services that covers your commerce operations from discovery to delivery. Contact our team today to find out more about how we can help you his BFCM and beyond with marketing, marketplace services and our nationwide network of 3PL warehouses and services. See how we make unified commerce a reality and help you maximize operational efficiency, sales and customer loyalty.
