When you brand your loyalty program, you’re ensuring customers enjoy a cohesive journey, from discovering your products to earning rewards, all while feeling connected to your brand.
The holiday season is quickly approaching, and for retailers, this means one thing: it’s time to gear up for Black Friday and Cyber Monday (BFCM).
If you’re looking to maximize your sales and drive customer engagement during this bustling time, a loyalty program is the ace up your sleeve.
In an avalanche of limited-time discounts and flashy promotions, a well-prepared loyalty program can help your business stand out while ensuring that your customers don’t just shop once, but keep coming back well beyond the holiday rush.
Why a Loyalty Program is Thinking Smart
Discounts? Sure, they work, but what happensafterBFCM? Your goal isn’t just to get a sale—it’s to keep the relationship going long after the credit card swipe.
This is where your loyalty program can make a massive difference. Instead of relying solely on price cuts to bring people in, a well-executed loyalty strategy ensures your customers are rewarded for their loyalty long after BFCM is over.
In fact, 2023datashows that consumers are increasingly brand loyal, with repeat purchases rising by an impressive 180%. During BFCM weekend, shoppers were sticking with brands they trust, proving the power of a solid loyalty strategy.
Instead of getting lost in a sea of discounts and offers (which your customers aredefinitelygetting bombarded with right now), you’re rewarding them for their loyalty. And not just during Black Friday and Cyber Monday—beyond it, too. Thanksgiving, Christmas… those points will keep them coming back, even when the holiday hustle slows down.
Let’s dive intohow you can prepare your loyalty program for the BFCM madness.
Step 1: Boost Your Sign-ups Before BFCM
A successful BFCM strategy starts long before the big day. In the weeks leading up to the event, prioritize increasing sign-ups for your loyalty program. This way, you have a pool of engaged customers ready to jump on your exclusive offers once BFCM kicks off.
Consider incentivizing sign-ups with early access to Black Friday deals or by offering bonus points for new members who join before a specific date.
Toss in a teaser of your upcoming offers and use your marketing channels to build excitement—email, social media, whatever you’ve got.
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Example: “Join now and earn double points on every BFCM purchase! Loyalty members get exclusive access to deals 24 hours before they go live!”
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This gives customers that little nudge to join your program ahead of time. Urgency + exclusive access = a sign-up boost.
Step 2: Create Irresistible Offers for Members
To make your loyalty program a key part of your BFCM strategy, you’ll need to craft offers that customers can’t ignore. Exclusivity is the name of the game here. BFCM shoppers are already expecting deals, so offering something extra to loyalty members can be your key differentiator.
Consider exclusive discounts, bonus points for every purchase, or even free gifts for loyalty members. Think of ways to give back that make customers feel special and part of a VIP experience. The more personalized your rewards, the better.
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Example: “Loyalty members get 50% more points on all purchases made during Black Friday weekend! Plus, use your points toward even more discounts on Cyber Monday.”
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By giving your loyalty members these additional benefits, you incentivize them to prioritize your brand over the competition. While others are just handing out discounts, your loyalty program is actively deepening your customer relationships.
Step 3: Personalize, Personalize, Personalize
Ever feel like you’re drowning in a tidal wave of emails during BFCM? Now, imagine your customer’s inbox. Everyone’s vying for their attention, and nothing’s worse than ablandoffer.
Use personalization to stand out. Segment your loyalty members based on their shopping history, and tailor offers just for them. That beauty enthusiast? Hit them up with cosmetic offers. The tech fan? Show them exclusive gadget deals.
Example: "Hey Zoey, you’ve got 200 points! Use them on Black Friday for an even bigger discount on your next purchase of your favorite product, L’oreal Revitalift Cream Cleanser!"
A personal touch goes a long way, and customers appreciate feeling valued beyond just another sale.
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The more personal you can make the experience, the more connected your customers will feel to your brand—leading to higher engagement and better results during BFCM.
Step 4: Don’t be shy. Promote Your Program Aggressively!
Even the most well-designed loyalty program can’t drive results if people don’t know about it. The key to a successful BFCM loyalty program is visibility. Make sure you’re shouting from the rooftops about your program’s benefits across all your channels—email, social media, website banners, and even in-store displays if applicable.
In your marketing campaigns, lead with the value your loyalty program offers. Highlight the benefits of joining and emphasize that members will receive the best deals and perks throughout BFCM. Use eye-catching CTAs and bold messaging to grab attention.
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Example: “Don’t miss out! Our Loyalty Members get early access to Black Friday deals and 2x points on every purchase!”
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Ensure your loyalty program is front and center in all your BFCM marketing efforts, and watch as sign-ups and sales increase.
Step 5: Offer Personalized Payment Options
With the current economic climate, it’s important to adapt to your customers' tightened budgets. Offering flexible payment options, such as buy-now-pay-later (BNPL) or installment payments, can be a game-changer.
In 2023, BFCM weekend saw a42.5%year-over-year increase in BNPL usage. During November, BNPL drove an impressive $8.3 billion increase in revenue—a 17% jump from the previous year. Klarnareporteda nearly 30% rise in Black Friday orders through its installment service, and 8 out of 10 shoppers found paying in installments without extra costs particularly helpful during the holiday season (Klarna, 2023).
Offering diverse payment options not only helps accommodate various budgets but also enhances your customers’ purchasing power. Include these options in your email campaigns and automation workflows to maximize sales.
Step 6: Free Shipping? Yes, Please!
Did you know that 49% of shoppersabandontheir carts because of extra costs like shipping? Unexpected costs during checkout are the leading reason for cart abandonment. Prevent this frustration by implementing a free shipping plan during BFCM. Customers are often willing to spend a little more if it means free shipping.
Example:
“Enjoy FREE SHIPPING on orders over $50 during BFCM! No extra costs, just smooth shopping.”
Step 7: Use Data to Fine-Tune Your Strategy
Your loyalty program can do more than just drive sales during BFCM—it can give you valuable insights into your customers’ behaviors and preferences. Use the data from previous BFCM events to refine your strategy for the upcoming holiday season. Look at which rewards were redeemed the most, which customers were the most engaged, and what type of offers led to repeat purchases.
Use these insights to build a data-driven BFCM strategy. For example, if you notice a particular segment of your loyalty members responded exceptionally well to bonus points last year, you can double down on that approach this time around.
Step 8: Keep the Momentum Going After BFCM
Here’s the beauty of your loyalty program: BFCM might be over, but Thanksgiving and Christmas are right around the corner. Remind your customers that those points they’ve earned aren’t just good for now—they’re setting themselves up for savings in the coming months.
Get them thinking ahead. “Shop with us during BFCM, and you’ll already be prepped for the next holiday wave!”
Example: "Collect points now to use on your Thanksgiving and Christmas shopping. Who says saving has to stop after Black Friday?"
You’re not just rewarding them for one weekend—you’re getting them excited about the value they can unlock for the entire holiday season.
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Step 9: Be Wary of Marketing Fatigue
By the time BFCM hits, your customers are probably drowning in offers. Seriously, they’ve got emails, texts, social media ads, and maybe even a carrier pigeon with a Black Friday deal flying through their window. And if you think one more "HOT DEALS HERE!" email is going to make them click, think again.
Instead of adding to the noise, be the brand thatactuallygets noticed. How? Offer something that’s too good to pass up—a VIP sneak peek, exclusive early access, or rewards that feel personal, not generic.
Let’s be honest: nobody wants to open their inbox and seeanother15% off coupon. Give them something they’ll actually look forward to—like, “Hey, loyalty members, want a crack at our Black Friday deals 24 hours before anyone else? Oh, and double points on top of that.”
Make them feel like insiders, not just another name on your email list. Because if you can cut through the chaos with something that feelsreal(and not like spam’s annoying cousin), they’re way more likely to pay attention to your brand and less likely to hit that unsubscribe button with their morning coffee.
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By following these steps, you’ll be well on your way to maximizing both sales and customer loyalty this BFCM season. Not only will you stand out from competitors who rely solely on discounts, but you’ll also set your brand up for long-term success by building a loyal customer base that keeps coming back long after the holidays are over.
About Kangaroo Rewards
Our all-in-one, AI-driven loyalty and marketing platform reshapes the way thousands of businesses engage and reward customers.
Designed to amplify customer engagement and fortify retention and acquisition efforts, Kangaroo empowers your loyalty program from start to finish.
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