If you’ve just wrapped up a successful BFCM (Black Friday/Cyber Monday) campaign, chances are your subscriber list is growing—and so is the pressure to keep those new customers coming back for more.
One of the biggest challenges after BFCM is convincing those bargain hunters to keep engaging with your brand when they’re waiting for the next sale. Sure, some of them will return—but with the right strategy, many of them can be turned into loyal customers who willingly pay full price.
Here’s how to make that happen.
1. Give Them a Reason to Stay Engaged
The days and weeks following a purchase are a critical time for customer retention. Right after your BFCM buyers make a purchase, you have a window to nurture that relationship.
The trick? Don’t just send them more sales pitches. Instead, follow up with value-packed emails that show your customers just how unique and valuable your brand is.
What to include in your follow-up emails:
- Product tips and tutorials to help them get the most out of their purchase.
- Behind-the-scenes stories that show your brand’s personality and mission.
- Creative ways to use their new product, sparking fresh excitement.
These emails should make them feel like they’re getting even more value than what they paid for—and that’ll make them less likely to wait for another sale.
2. Showcase Your Full-Price Worth
If you want customers to pay full price, they need to believe your products are worth it. It’s as simple as that.
Take the time to highlight what sets your brand apart from the competition—especially now that you’ve got their attention. Think about what makes your products unique and why your customers should choose you over the discount-driven competition.
Tips for showcasing your value:
- Talk about the craftsmanship, quality, or materials that go i
n
to your products. - Share customer success stories and testimonials to show real-world impact.
- Focus on your brand’s mission and how it resonates with customers.
When you show your customers that your products are more than just a deal, they’ll be more willing to pay full price.
3. Offer an Irresistible Next Step
This is where you can still provide a “perk” without giving away another discount. Exclusivity is key here. Instead of sending out another discount code, offer your BFCM shoppers an exclusive next step that reinforces their loyalty to your brand.
Examples include:
- Early access to a new product launch.
- An invite to an exclusive VIP group with special content or events.
- Limited-time access to special content like styling guides or tutorials.
This not only adds value but also strengthens the emotional connection with your brand. Your customers will see they’re part of an exclusive group—one that’s more valuable than any discount.
4. Reach Out Personally
If you really want to stand out, take a personal approach. Most brands overlook this simple tactic, but having someone from your team personally reach out to your new BFCM buyers can make a huge difference.
A simple email or call asking how they’re finding their new purchase shows you care about their experience. It builds trust and makes your customers feel valued—not just as a sale, but as a long-term customer.
When people feel like a brand is genuinely invested in them, they’ll reward you with loyalty. And loyal customers don’t just come back—they often bring their friends, too.
Conclusion:
The key takeaway here is that post-BFCM is about more than just pushing for the next sale. It’s about building relationships, establishing your brand’s value, and making customers feel like they’re part of something special.
December and January are the perfect times to start shaping your future customer base. By focusing on value over discounts, you can turn those BFCM shoppers into loyal, full-price buyers who’ll stick with you for years to come.
Ready to take your post-BFCM strategy to the next level? Reach out to Flowstate today—we’re here to help you build long-lasting customer relationships and maximise your brand’s full potential.