Yes, Black Friday and Cyber Monday sales are over. However, that doesn’t mean you lost your chance to bag more customers because the holiday shopping season is still going on! This is as big an opportunity for you to grow your Shopify store. But, a big part of this growth relies heavily on how you bring in more repeat purchases from these one-time, seasonal shoppers.
BFCM shoppers are usually those consumers who have never interacted with your store before. These are people who hunt down your deals and discounts and make impulse purchases based on the price tag. They don’t really form a relationship with your brand – they’re just there for the price of the products they love!
That means they aren’t those loyal customers who will ‘definitely’ come back to your Shopify store when the holiday season sale comes on.
Moreover, with the guest checkout feature, bringing these customers back for a repeat purchase is tougher. So, most Shopify stores simply go ahead and run new ads to acquire ‘new’ customers.
But when a returning customer is more likely to spend three times more than a one-off customer, why would you leave all that money on the table?
That’s why in this article, we’re sharing how to use all of your BFCM data to turn one-time online shoppers into repeat customers.
1. Identify your best selling products
The first and foremost thing you need to do is understand how different product ranges performed during BFCM. This includes consuming service reports, product returns, warranties, customer feedback, and other product-related data to understand what worked the best for your Shopify store. So you’re basically taking note of which products sell the most, which have the potential for being sold during the holiday season and which ones don’t make enough sales in this period.
- Understand your best-performing products
- Identify underperforming product ranges
- Note the purchase behavior of consumers
The reason why product analytics needs to be the first thing you do is that it helps you make strategic business decisions. Imagine restocking a product massively only to realize that there are no takers for it!
By deep-diving into your Shopify store data, you can:
- Make profitable inventory decisions
- Optimize your inventory budgets
Wondering how you can sift through so many products on your Shopify store for the data and why each of the above pointers are so important? Read our complete guide on optimizing your store inventory with product analytics.
Now there are two ways to segment your products based on their performance. You look into Shopify analytics and Google Analytics to pull out extensive spreadsheets with details on inventory and the number of sales made.
Or you can plug in your Shopify store and Google Analytics to RevTap. Our Shopify analytics platform processes all your BFCM sales data and turns into clear actionables. It segments your products based on their performance into best-selling, hot-selling, most-abandoned and more categories.
2. Identify who your customers are
You know which products are getting sold the most. You also know those products that got sold because there was a deal attached to them. Now it’s time to identify who your shoppers were during BFCM to be able to use their purchase psychology for your holiday season sale marketing.
This is similar to how you segment your email list into active and inactive. The only difference is that here you’ll need to dig deeper into data to truly understand what makes an online shopper complete a purchase.
We created a complete guide on understanding your consumers with customer analytics with Google Analytics, Facebook Insights and more. You can read the step-by-step here and work on creating an actionable report on your own.
Or you can plug in RevTap again to do it all for you.
By simply connecting to your Shopify store, Facebook and Google Analytics, RevTap brings all your customer data onto one dashboard. It then analyzes this data and breaks your audience into 24 segments – abandoned cart, big spenders, full-price customers, refunders, VIP customers and more.
Let’s give you an example of using customer segments to increase repeat sales. You can clearly see who your biggest spenders were during the BFCM sale. Use that data to re-engage these shoppers with an exclusive discount on your holiday season deals. You don’t just win their loyalty, but also increase repeat purchases!
Similarly, when you know a specific segment of your customers was driven by discounts, you can use a custom campaign on Facebook to drive them back for more purchases. Why target them with generic ads when you know what motivates them to buy products?
3. Understand your marketing performance and ROI
Now you know which products sold more during BFCM. You also know the different types of shoppers who visited your store during the sale.
The very next step that you need to take to make your holiday season marketing successful is knowing where they came from. What’s more, you need to know where shoppers who converted into customers came from and how much business they added to your Shopify store.
This is where you plug in your performance analytics. In simple terms, performance analytics enables you to track, aggregate and visualize key metrics that define your success towards driving sales over a period of time. It also looks into the channels that have been able to contribute to the growth and what percentage role they play in it.
Some of the key metrics you need to look into to understand your BFCM success are:
- Email opt-ins
- Conversion rate
- Average order value
- Customer acquisition cost
- Cart abandonment rate
- Return on advertising spend
- Retention rate
- Revenue by channel
- Average customer lifetime value
We explained each of these metrics in our lesson from the eCommerce Analytics Masterclass: Marketing Better With Performance Analytics.
Now you can do this by pulling in data from your Shopify store, Facebook, Instagram, and Google Analytics. Or you could simply connect them all to RevTap to create a Shopify Analytics dashboard for a growth overview.
The dashboard gives you a breakdown of the revenue your Shopify store generated during BFCM by sales and marketing channels.
Now you can use this data to understand which channels worked the best for your Shopify store. You can then plan your holiday season sale promotions and their budgets as per the one that was the most profitable during BFCM.
After all, BFCM and holiday season are both about deals and discounts. Consumers tend to seek out these offers in a similar manner during both!
4. Plan your holiday season marketing
You have pinpointed the products that sell the most and those that are most profitable. You know who your customers are. You know what channels are bringing you maximum revenue. Now it’s time to get to work!
Plan your holiday season marketing keeping in mind the fact that different consumers interact with brands in different ways. So your marketing strategy needs to include channels that reach out to them, cutting out of the noise that has already begun.
Here are a few strategies to take into account:
I. Nurture your relationship through email
Set up an automated drip campaign to re-engage your BFCM customers. Send them updates about the upcoming sale or give them a sneak peek into the discounts you will be offering.
Remember to use their previous purchase data to personalize your emails for higher engagement and conversion rates.
For instance, if the shopper has previously purchased a few items or wishlisted some, use that information smartly. Nudge them to buy complementing products for their previous order or to grab their wishlisted items before stocks run out.
Or to carry on with the Black Friday madness, you can simply reach out to them saying the sale has been extended for the holiday season!
You could also keep it simple and join in the holiday festivities as Apple does. Share holiday season gift ideas, promote products based on what the customer purchased before and don’t forget to mention when the offers will expire. Increase repeat purchases in no time!
II. Reach out to them on Facebook Messenger
With almost 109 million monthly active users, Facebook Messenger is definitely one channel you need to include in your strategy. Similar to email, it gives you an opportunity to reach out to your BFCM customers on a 1:1 basis.
Use this channel to promote your upcoming deals, remind them of the products they didn’t purchase or even given them early access to your holiday season deals. You can set up automated reminders on Facebook Messenger to continuously engage with customers until your sale ends.
Pro tip: Don’t forget to automate your abandoned cart reminders on Messenger too. Holiday season shoppers often like to explore other deals before making a purchase.
III. Retarget customers on social media
Another effective way to re-engage your BFCM shoppers to increase repeat purchases is to retarget them on social media.
Use retargeting ads on Facebook and Instagram to reach out to your customers. But remember to make sure your ads are not generic. Use customer data to personalize your ads by showcasing products that they have shown interest in. Remember to tweak your promotional graphics to showcase a bit of ‘holiday’ festivity!
Typito wrote an interesting article on how you can also experiment with video ads to stand out on Facebook and Instagram. Considering the number of Shopify stores running ads during this period, it’s a great idea to experiment with a format that your consumer is more likely to engage with.
IV. Use text messages for promotions
Don’t underestimate the power of SMS. While you’ll be able to reach most of your customers through the above online campaigns, why wait for them to get ‘online’?
Promote your holiday season sale discounts on SMS. This ensures that even if the customer you acquired during BFCM is not browsing the internet or hasn’t opened their email yet, your promotion still gets delivered.
Just remember to keep your text messages crisp, yet engaging. Mention all the important details of your holiday season sale and ensure to create a little urgency around the offers to make shoppers check out faster.
V. Set up a loyalty program
Don’t stop treating your customers at BFCM or the holiday season. You can increase repeat purchases by making your loyalty program a part of your promotions and marketing communication.
Let your existing customers know they can get access to exclusive discounts and deals when they buy more from you. Set up in-store points, coins or credits that they can avail on their next purchase to encourage them to come back to you for more.
But more importantly…
VI. Be there for your customers!
You could set up hundreds of promotions to keep your BFCM shoppers engaged. You could be offering the best of discounts during the holiday season. You could even be promoting your offers on the right channels at the right time.
But if you don’t exceed customer expectations, you’re going to lose sales to your competitors.
That’s why you need to make sure that you are available for your shoppers. This could be something as small as helping them pick the right size for a product or helping them find something on your Shopify store.
We know how tedious this can be – especially when traffic spikes during the holiday season. You can manage this easily by setting up a live chat that answers automatically to common questions and alerts you for queries that need human assistance.
Never let customers slip away!
Even when the holiday season is over, remember that you can always drive these one-time shoppers back to your Shopify store for more.
Simply waiting for them to come back to your store later will not increase repeat sales. But being too push after the season isn’t going to get you anywhere either.
That’s why you need to continually use your store and marketing data to learn about your customers. The closer you are to understanding who they are, how they engage with your brand and what motivates them to make purchases, the higher are your repeat sales!
Looking for the best Shopify apps to foolproof your holiday season sale marketing?