Strategy that covers the entire BFCM customer journey and beyond
BFCM acquisition isn't measured by the first purchase. It's measured by whether that buyer becomes a repeat customer. This playbook follows one customer from the list you build in October to the second order in January.
Every chapter ends with the exact setting to change in Mage, and the date to change it by.
Discovery · Conversion · Retention · Recurrence
How far the loyalty programme reaches.
Most BFCM plans stop at the sale. This one is built around the four stages a customer passes through, and the further along the journey you get, the more of the work the programme does for you.
- DiscoveryChapter 1What the shopper sees
- ConversionChapter 2Whether they believe it
- RetentionChapter 3Why they come back
- RecurrenceChapter 3Why they don't have to decide again
Before, during and after the sale.
Five chapters, each with the reasoning, the campaign to run and exactly how to execute it. The last page is an actionable breakdown of the whole plan on one sheet.
- 04Before the Sale: Building the List You'll Actually Keep
Enrol before you discount, make the pre-BFCM window earn points, and tag the BFCM cohort at the point of purchase so you can measure second orders in January.
- 05Before the Sale: Let Store Credit Approve Early
Run the bonus campaign five weeks out so the approval email lands the week before Black Friday. The customer arrives already planning to spend a balance they have.
- 06During the Sale: Margin, Not Just Volume
Use points and credit to shape the offer instead of deepening the discount, so the weekend adds members and margin rather than one-time bargain hunters.
- 07After the Sale: The 60-Day Window
The second purchase is decided in the two months after checkout. What to send, when, and how to make the balance the reason to come back.
- 08The Playbook in One Page
Every date, campaign and setting from the chapters on a single page, so the plan can sit next to the calendar.
