From Casual Consumers to Loyal Fans: How to retain customers after Black Friday

1. Optimize the post-purchase experience

The Black Friday shopping experience doesn’t end when customers check out, it extends into the post-purchase phase. This is where meaningful impressions are made. Strengthening this phase comes down to how well you communicate, deliver, and support. A positive experience at this stage turns a one-time buyer into a loyal customer. Here are some use-cases on how you can do this:

• Real-time updates: Keep customers informed with real-time delivery updates, via SMS, WhatsApp or email. Proactive communication about order status, delivery delays, or any changes builds trust and removes any uncertainty. It also reduces the number of Where’s My Order (WISMO) requests to the customer service team.

• Unexpected surprises: Small surprises can turn a casual experience into something memorable. Consider including a free sample, a discount code for their next purchase or even a handwritten thank-you note. These gestures create positive associations that encourage customers to return for more.

• 24/7 omnichannel support: Customers want to reach you whenever it suits them, and after Black Friday the pressure on support teams is higher than ever. That makes 24/7 availability across all channels essential. With AI support agents, you can meet these expectations by offering instant responses and immediate problem-solving, no matter the time or channel. With HALO, our Agentic AI platform, you can automate this support entirely. Your customers always get the help they need, while your team can focus on what truly matters.

  This level of omnichannel availability strengthens customer satisfaction and builds long-term loyalty.

2. Create personalized campaigns

Personalized marketing campaigns aren’t just for attracting new customers—they’re crucial for re-engaging existing customers too. Automated cross-sell campaigns via email, SMS, and WhatsApp with exclusive post-Black Friday discounts can bring customers back, boost revenue, and build loyalty. Some things that drive personalized marketing are:

• Data-driven personalization: Collect customer data from various touchpoints across the shopping journey to create customer profiles. With a Customer Data Platform (CDP), you can build 360° unified customer profiles and personalize post-Black Friday campaigns based on individual preferences and previously purchased products, making your communications relevant and engaging. But that’s not all, with an AI Decisioning Engine you can analyze customer behavior to predict the next buying stage, ensuring all campaigns deliver truly personalized recommendations.

• Segmented marketing: Use purchase history to segment customers and send personalized follow-up campaigns. Recommend related products based on Black Friday purchases to encourage repeat purchases, especially during future events.

3. Introduce loyalty programs

Introduce or promote loyalty programs to convert Black Friday shoppers and keep them engaged via their favorite channels. A well-structured program with regular updates gives shoppers a reason to return, keeps your brand top-of-mind, and makes them feel special. Here’s how you can do this:

• Points and rewards: Offer points for purchases, reviews, or referrals to give customers a reason to return. Consider offering a sign-up bonus or exclusive discounts to Black Friday shoppers who join your loyalty program, creating an added incentive to stay engaged.

• Exclusive offers: Consider discounts and offers for loyalty program members, like a time-limited “VIP access” sale that only past customers can access or early access to holiday deals. Limited-time perks keep customers engaged and increase purchases.

4. Collect and act on customer feedback

Customer feedback is an invaluable part of any business — a vital point of contact between buyer and seller. It helps you understand customer experiences, refine post-Black Friday strategies, and build stronger relationships. When used effectively, it can improve future campaigns and turn satisfied shoppers into loyal customers. Here are two simple ways to make feedback work for your brand:

• Customer reviews: Offer discounts or prizes to encourage customers to share their feedback. Incentives can drive honest input, helping future buyers make decisions while giving your business valuable insights to improve.

• Responsive customer service: Respond promptly to both positive and negative reviews. Showing appreciation for feedback or addressing issues publicly demonstrates accountability and commitment to improvement, which resonates with both new and returning customers.

5. Leverage future shopping events

Black Friday kicks off a series of shopping events, from the Holiday season to the January sales. Targeted product recommendations based on previous purchases can engage customers when looking for more gifts or deals. Effective tactics include:

• Personalized gift guides: You can create and tailor personalized gift recommendations to each customer, with the use of a Customer Data Platform and an AI Decisioning Engine. Whether it’s for last-minute holiday gifts or New Year’s essentials, personalized suggestions make shopping easy and relevant.

• Holiday reminders: Send gentle reminders and notifications via various channels of upcoming sales or special offers aligned with the holiday season. Customers will appreciate the tailored recommendations, especially if they’re still in “holiday shopping mode.”

Customer retention doesn’t happen by chance; it’s the result of strategic, intentional actions that keep customers engaged.

CM.com's Engagement Platform helps you manage every customer interaction, from creating seamless post-purchase experiences with omnichannel support to using data for personalized campaigns and loyalty programs within the Customer Data Platform. With Agentic AI, you can automate and personalize these interactions even further, making customer engagement smarter, more efficient and easier!

Each step plays a vital role in transforming one-time Black Friday shoppers into repeat customers. When done well, these strategies not only boost revenue but also builds lasting customer loyalty, long after the Black Friday rush fades.