Oct 2, 2023

How to Build Lasting Customer Loyalty During BFCM

Ellie Bradford
October 2, 2023

Take this BFCM to another level with targeted emails, exclusive benefits, and effective incentives.


Black Friday Cyber Monday (BFCM) goes beyond being just an annual shopping spree; it represents an opportunity to fortify your customer relationships and lay the groundwork for sustained success. 

While it's renowned for its ability to generate immediate sales through significant discounts, the primary emphasis during this bustling period should be on fostering long-term customer loyalty. 

Instead of merely turning customers into one-time buyers during this period, the goal should be to transform them into members of your loyalty program.

Nevertheless, it's essential not to become overly fixated on acquiring new customers to the point where you neglect your established, loyal clientele. Remember that as you roll out discounts, rewards, and irresistible offers, your competitors are doing the same.

It's crucial to craft a BFCM strategy that caters to the needs of both your new and existing customers. 

We've devised a two-phase approach that addresses the interests of your faithful, long-standing customers while also enabling you to capitalize on short-term profits and the conversion of one-time buyers into loyal, long-term patrons.

Phase 1: How to convert existing loyal customers on short-term profits over the BFCM weekend. (In 3 Simple Steps)

Step 1: Increasing Awareness of Your Loyalty Program Ahead of BFCM 

Whether your loyalty program is brand new or well-established, it's vital to ensure that your customers are well-informed as Black Friday Cyber Monday (BFCM) approaches. Research consistently shows that email remains one of the most effective communication channels.

In fact, 75% of the individuals we surveyed indicated a greater likelihood of responding to email review invitations compared to SMS. Trust in email communication continues to be strong. You can easily send email reminders using our integrated solution with Klaviyo.

For example, you could consider creating customer segments in advance of the BFCM week. This enables you to provide a personalized customer experience, enhancing participation and engagement during this bustling period.

To further engage your customers, incorporate gamification into your BFCM email reminders. Highlight how close they are to reaching the next loyalty tier, and don't forget to mention that you're offering double points during BFCM. Let them know they can get even more value out of their loyalty points. 

By gamifying your communication, you'll not only remind them of the points they've already earned but also create excitement and active participation in your loyalty program beyond BFCM.

Send an email reminder to your loyalty program members or your email list, notifying them of exclusive benefits and discounts available solely to members during this busy period. This gamified approach will encourage new sign-ups and generate momentum for your loyalty program this BFCM.

Step 2: Schedule Earn Rules During the Holidays

During the BFCM event, you can boost customer participation in your loyalty program by introducing special earning rules.

Incorporating time-limited earn rules not only heightens the allure of your offers and rewards during this period but also capitalizes on the concept of scarcity. When a product becomes less accessible due to limited-time promotions, its perceived value increases among potential buyers.

For instance, consider doubling the points customers can earn throughout the entire BFCM week. This not only translates into substantial discounts but also presents an opportunity for customers to accumulate extra points, thus fostering greater engagement during this pivotal shopping season.

Through our user-friendly dashboard, you have the flexibility to schedule earn rules for specific date ranges, such as the entire week of BFCM. You can customize the earning value or the number of points you intend to grant during this limited time, and even add a personalized or brand-specific touch.

For example, if your brand is a coffee company, you might opt for something like 'double espresso points' to resonate with your customers and align with your product offerings.

Step 3: Diversify Your Redemption Rules

Provide an extensive array of redemption options to offer customers greater flexibility in their choices. By offering a diverse selection of methods for customers to redeem their hard-earned loyalty points, which can potentially be combined with existing product discounts, you're providing your customers with fantastic deals during this BFCM season. 

And, potentially motivating them to spend more than their usual amount. Enabling customers to apply multiple discounts to a single purchase through your redemption rewards will not only boost their satisfaction but also enhance their loyalty, encouraging them to return for future purchases.

Phase 2: How to convert one-time BFCM buyers into long-term customers (3 Step-process)

Step 1: Make Your Loyalty Program Visible

The key to success lies in visibility. Make sure your loyalty program takes centre stage on your website. Activate pop-up widgets to ensure that all your site visitors are aware of the fantastic benefits your loyalty program offers.

Consider integrating it seamlessly into every page or crafting a dedicated, user-friendly page using our full-page widget option. Simplify the sign-up process to provide customers with a seamless experience, particularly when they're eager to unlock more discounts and rewards during the holiday season.

Once they're acquainted with your program, you can further engage them through point reminder emails, exclusive offers, and discounts. However, failing to make your loyalty program visible will ultimately impact your bottom line negatively.

Step 2: Create Exclusive Membership Perks

When BFCM shoppers become part of your loyalty program, treat them to exclusive perks like member-only discounts, early access to sales, and special promotions. Make it clear that these benefits are ongoing and exclusively reserved for program members.

Building an air of exclusivity around your loyalty program can significantly enhance how consumers perceive the value of your products and your brand. What's more, creating a sense of community to support your loyalty program can provide a substantial boost to your return on investment (ROI). 

According to Higher Logic, the top three business outcomes associated with external community engagement include increased customer retention (61%), reduced support costs (52%), and enhanced innovation (32%).

Highlight the significance of being a part of the loyalty program, showcasing how it elevates their shopping experience and allows them to accumulate more savings over time.

Step 3: Upgrade Your Engagement Incentives:

Reward members for engaging in post-purchase actions that benefit your brand. For instance, offer loyalty points for leaving reviews, sharing their purchases on social media, or referring friends to join the program.

Communicate how these engagement activities contribute to their long-term program benefits, such as unlocking higher tiers or earning more significant rewards. Encourage active participation to maximize their advantages.

By elaborating on these three strategies, you can effectively guide BFCM buyers into becoming committed, long-term members of your loyalty program, ultimately increasing customer retention and brand loyalty.

Choose This BFCM to Foster Year-round Loyalty

In conclusion, Black Friday Cyber Monday (BFCM) goes beyond shopping—it's a chance to reinforce customer loyalty for sustained success. 

Our two-phase approach outlines strategies to engage existing loyal customers and convert one-time BFCM buyers into long-term program members. 

These tactics ensure BFCM isn't just about immediate sales but also building enduring customer relationships that benefit your business in the long run. Take action now and join our loyalty program to cultivate lasting customer loyalty throughout the entire BFCM season and beyond.