The article highlights expert strategies for brands to maximize revenue during Black Friday and Cyber Monday (BFCM), a sales period that generated $9.3 billion in global sales for Shopify merchants in 2023. Jasmine Allen of Impressive stresses the importance of an "always on" strategy—maintaining consistent customer engagement year-round instead of focusing solely on seasonal peaks. This approach spreads out promotions, fostering stronger relationships and more stable revenue.
Other key insights include the value of a solid customer data strategy, as Billy Loizou of Amperity explains, to prepare targeted campaigns and offer personalized experiences to high-value customers. Stretching out the sales period and offering seamless online and in-store shopping experiences, as advised by Brendan Dowd and Miles Toolin, is crucial to success. Additionally, promoting loyalty programs and leveraging generative AI for personalized shopping journeys, as discussed by Rad Mitic and Andrew Gunnis, can enhance customer engagement and loyalty beyond the sales period. For more in-depth strategies, read the full article.