Question of the Week: What BFCM campaign from another brand inspired you last year, and why?

[JasonH]

Hey Everybody!

Can't believe November is here, and that means Black Friday is just around the corner. 

What BFCM campaign from another brand inspired you last year, and why?

Excited to hear your answers. Cheers! 🌟

[Akohub]

Hey there @JasonH , this is Alexis from Akohub. Good question! 

Last year, I was really impressed by the BFCM campaign from Sephora. They took their loyalty program to another level, offering exclusive early access to deals for their top-tier members, along with extra points on all purchases. As someone who spend a lot on Sephora, this made me feel valued and motivated me to spend more during the sale period to reach the next loyalty level! 

Personally, I find that their approach wasn’t just about discounts, it was about creating an experience for loyal customers. The limited-time extra points were a genius move too because it encouraged people to think long-term. After all, those points could be redeemed for future rewards. It was a smart way to build customer loyalty while still driving sales, and it definitely worked on me! 😅

Their BFCM deals offered up to 50% off on select items, and the November Holiday Savings Event gave tier-based discounts plus 30% off all Sephora Collection products. Would love to see more brands take this approach with loyalty perks, as it feels way more engaging than just throwing out discounts.

Of course, if other brands would love to learn how to make a BFCM loyalty program that converts like Sephora, they can check out this blog. On the other hand, if you'd like to try out our app, Ako Marketing (all in one marketing app: retargeting, crm, and  loyalty program) with 30 days free trial, you can give us a shot! 

[JasonH]

Hey Alex @Akohub, 

Thank you for sharing your experience with us. I like how you call out that BFCM can totally go beyond just discounts. The year-end shopping spree is no shortage of competition for real. One great way to engage is promoting extra perks with a loyalty program. Like you said, really focus on what group of customers you are targeting and create long-term benefits or motivation to keep them coming back for more! 

On top of the loyalty programs, Sephora actually offered free shipping and 50% off products across store in 2023. It really spoke to new customers or even existing customers who might not be included in the loyalty offers.

Rolling into the BFMC this year, if brands are looking for some fresh inspiration, we've got a few more examples in the list here!

[Ellie-BOGOS]

Thank you, @JasonH, for giving me a chance to share something valuable for our merchants this BFCM!

To me, one of the most inspiring campaigns from last year came from SkinShop.ie. We even interviewed them about their incredible BFCM growth, and they answered with 4 Secrets to Achieving €300K via Free gift with Purchase (GWP) last year and €60K during BFCM 2023.

1. The Psychology of GWP

Customers can quickly tell if you’re just giving away things without genuinely adding value to their purchases or not. So as long as customers see the gift products providing more value to their personal lives, they will be interested in it.

2. Always Adding Value Beyond the Product

The GWP marketing is different from discounts or free shipping because psychologically, it adds value to the purchase instead of taking away from it. Also, when consumers know they are getting more from you, it increases the likelihood that they will convert.

3. Streamlining the Process

SkinShop plans their gift offers and uses BOGOS to schedule and test promotions in advance, ensuring maximum effectiveness. They said that they appreciate how BOGOS simplifies the process, removing manual work and making offer planning easier.

4. Learning from the Giants

While SkinShop is growing in Ireland, the team understands the importance of continually raising their standards. They said “You can find valuable tips by simply surfing their sites.”

Achieving the success of SkinShop is not easy, but you can start by transforming your promotion strategy with BOGOS app, a powerful promotion app featuring gifts, discounts, and bundles. Give it a try here (2k2+ reviews, 4.9 rating)! It’s time to gear up for the upcoming Black Friday.

[JasonH]

@Ellie-BOGOS 

Thanks a lot for sharing these handy secrets! They remind me of a Swiss Army knife — so many useful tools all in one place!  Among all, I'm especially intrigued by 3. Streamline the process. Using BOGO to test and schedule BFCM deals in advance sounds very data-driven, and I believe that would inform their decision-making. Can you share a bit more on how to use BOGO to simplify the process and make planning more future-proof? I'd love to hear more about these hands-on tactics! 

[Ellie-BOGOS]

Thank @JasonH for asking! I'm really willing to share more

SkinShop shared with us in the interview that last Black Friday, they carefully planned all its gift offers and marketing strategies, deciding which product collections to highlight and which gifts to give. They then used the BOGOS app to schedule these offers and test things out carefully in advance without showing them to customers on the online store. This strategic approach has helped them fine-tune their promotions for maximum effectiveness. Their manager also noted that it was really helpful when you discover an app that removes the manual work, making it easy to schedule and plan offers.

BTW, here is the blog for anyone who wanna read more about these 4 secrets of Skinshop ❤️ 

[JasonH]

Thanks for sharing a bit more on how a BOGO app can help with the planning. An automation app can be of help depending on the business models. I'm also thinking about how "buy one, get one free" types of deals can play into the BFCM season!

[MooseDesk]

Hi @JasonH and Everyone! 🌟

One BFCM campaign that really inspired me last year was Lush’s Limited Edition Orangutan Soap. They took a different approach by aligning their promotion with a meaningful cause. The orangutan-shaped soap was available only during Black Friday, and all proceeds went directly to the Sumatran Orangutan Society. This organization works to protect and restore rainforests in Sumatra.

What I loved about this campaign:

• It wasn’t just about discounts or boosting sales but about making a positive impact.
• Lush stayed true to their core values of sustainability and environmental responsibility.
• The exclusivity of the product created a sense of urgency while also engaging customers who care about ethical causes.

It’s a great reminder that BFCM campaigns don’t always have to be about the lowest prices - they can also be an opportunity to strengthen your brand’s mission and connect with like-minded customers.

Another point that impressed me even more was how Lush handled customer service during such a busy period. We all know BFCM can be chaotic, but Lush kept their customer support game strong. They offered multiple support channels, including phone, SMS, email, and live chat, ensuring customers could get help when they needed it. This goes to show that while a great campaign can draw people in, excellent customer service is what keeps them coming back. It’s a reminder that during BFCM, having reliable support in place can make all the difference in turning first-time buyers into loyal customers

Looking forward to hearing everyone else’s favorite campaigns! 😊

Cheers! 

[JasonH]

@MooseDesk 

Can't agree more on the positive impact a mission-driven business can make with their social or environmental causes. It really gives brands a fresh perspective on how to connect with customers during this shopping season!

And when it comes to customer service, it truly goes a long way. If anybody’s interested, we’ve got some great tips in this blog: Ecommerce Customer Service: 6 Tips for Online Support (2024). 

[JasonH · Accepted solution]

Thank you all for your responses! I really enjoyed learning about your experiences and thoughts on BFCM deals! 

Make sure you check out this weeks QOTW here or by clicking on the sidebar image on the homepage.