The black hole that is BFCM

Black Friday Cyber Monday is fast approaching and, frankly, more out of control than ever. This year, some retailers didn’t even wait for the leaves to change color before rolling out their pre-BFCM sales. 

Black Friday Cyber Monday puts a lot of pressure on small businesses who can’t afford to compete with big-box retailers’ aggressive sales strategies. And it’s a chokehold for brands with quality products who want to prioritize engagement and loyalty. Not to mention the toll the mindless consumption of BFCM takes on the environment.

In a perfect world, BFCM wouldn't exist. But we're realists with a few tricks up our sleeves that don’t include end-of-season sales and mindless consumerism. And we’re here to help you make the most out of this ridiculous sales cycle. 

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Instead of steep discounts, BFCM can be an opportunity to reward your loyal customers and build long-term relationships.

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Moderate discounts and meaningful messaging

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Small retailers struggle to match the heavy discounts offered by online retail giants trying to clear inventory. But don’t bother trying to compete with that—keep your BFCM sale simple instead. Offer products and kits you don’t normally sell, or minor discounts on products that don’t normally go on sale.

Better yet, consider taking a page out of spice brand Diaspora’s book. A brand that’s known for avoiding discounts, they told customers the reason behind their unusual holiday sale—the current economic climate and the impact it’s had on their business—and encouraged them to show their support by shopping the sale.

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Give your text subscribers VIP treatment

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Instead of steep discounts, BFCM can be an opportunity to reward your loyal customers and build long-term relationships. Give them early, or exclusive, access to your sale, free shipping, or a gift with purchase just for being an SMS subscriber.

A lot of brands end up alienating loyal customers by offering discounts to first-time shoppers. But don’t forget about customers who’ve already opted in to your text program and purchased from you before. You should be providing your subscribers value and incentives in return for their participation and loyalty, not running them off with promotions that don’t benefit them. What better way to show your appreciation and boost customer lifetime value than with exclusive access and offers.

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Focus more of your efforts on the long game. Make the customer experience so good that they keep coming back.

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Play the long game

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Black Friday Cyber Monday often attracts one-and-done shoppers purely enticed by discounts. But this year, turn your holiday shoppers into brand loyalists. After the BFCM dust settles, wow your new customers with personalized customer service and helpful two-way conversations. 

A post-BFCM strategy is probably more important than your actual BFCM strategy, so focus more of your efforts on the long game. Make the customer experience so good that they keep coming back.

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Promote your text program

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Don’t miss the opportunity to let your new customers know about your SMS subscription service. Promote your text channel to BFCM shoppers in banner ads, emails, and on social media. Give them a clear explanation of how the service works and all the benefits of subscribing. This kind of value add is exactly what turns first-time shoppers into repeat customers.

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