How to build customer loyalty after Black Friday
Black Friday is behind us. For retailers this moment often brings a major surge in revenue, but how many of those customers actually stay? The weeks leading up to Black Friday revolve around acquisition and conversion. Once the peak fades, the work that creates real value begins. You shift your focus to retaining new, often price sensitive first time customers. This is where distinctive brands create clear impact.
International data shows that only around 23 percent of Black Friday first time buyers return for a second purchase within twelve months. In other words, 77 percent drops off. A missed opportunity, because the period after Black Friday offers the strongest potential to transform new customers into loyal customers. (Source: Ecommerce Bridge / Uptain GmbH).
1. Loyalty starts before Black Friday, but proves its value afterwards.
Loyalty does not arise on its own. It requires a deliberate strategy that begins well before Black Friday. Make sure new customers do not disappear from sight right after Black Friday with these preparations:
- Collect opt ins for newsletters and marketing, as well as a separate opt in for your rewards or loyalty programme
- Enrich customer data at the very first purchase, so segmentation and post purchase flows can start immediately
- Set up onboarding and loyalty flows that stand ready to activate the moment the peak begins
2. The post purchase phase as a growth engine
The mistake many brands make? They analyse after Black Friday instead of taking action. The smartest retailers view the period after Black Friday as the true starting point for building lasting customer value.
Right after Black Friday:
- Thank and welcome new customers in a personal way
- Introduce your loyalty programme with a clear value proposition
- Activate onboarding flows with service, inspiration and product information
- Encourage repeat purchases through relevance, not through even more discounting
- Re-engage customers who fall silent after Black Friday with inspiring content
- Launch campaigns that motivate customers to make a second purchase within a set number of days
3. Loyalty is not a programme. Loyalty is an experience.
A strong loyalty programme is more than collecting points. It revolves around recognition, relevance and rhythm. By using smart automation and placing customer experience at the centre, your brand stays present at the moments that matter.
Customers who feel seen and understood stay longer, buy more often and speak more positively about your brand. That is exactly what you need to become less dependent on heavy discounts during peak periods.
Case: Travelbags Passport
ChatGPT said:
A strong example of how Loyalty Engage performs in practice is the Travelbags Passport. We developed this programme together with Travelbags to reward customers for interaction and repeat purchases. With the Passport, customers save for products, receive exclusive benefits and experience a brand interaction that goes beyond discounts. Loyalty Engage forms the foundation of the programme, while additional tools provide personalisation and segmentation.
4. Which tools strengthen your loyalty strategy?
In a data driven marketing and loyalty strategy there is rarely one single silver bullet. Most organisations combine several tools: a CDP as the foundation, loyalty software for the programme and marketing automation for activation. That combined approach determines the level of success.
For various clients we work with solutions such as Spotler Activate, Voyado, Loyalty Engage, TritonX, Spotler Mail plus and Copernica. Each solution offers its own strengths and reinforces the others.
From action to relationship
Black Friday is all about peak sales. The real profit comes afterwards. This is the phase in which you turn new customers into loyal ambassadors. We support you with strategy, customer experience, data, integration and activation. From concept and campaigns to a powerful, integrated ecosystem with tools that drive your success.