One Black Friday morning, my team at Ergode faced a high-stakes moment. One of our acquired brands had its top-selling item sell out just hours into the day. While the initial success was exciting, the flood of disappointed customers and abandoned carts painted a more challenging picture.
Instead of panicking, we saw this as a chance to innovate. Within hours, we introduced a pre-order option bundled with slower-moving items. The result? Not only did we mitigate potential losses, but we ended the weekend exceeding sales projections by 15%. This wasn’t just a win for the weekend—it was a lesson in agility and creativity that shaped our approach to every Black Friday and Cyber Monday (BFCM) since.
Personalization: Building Real Relationships
One of the most powerful tools in our arsenal during BFCM has been personalization—but not in the cookie-cutter sense. For example, during Cyber Monday, one of our acquired brands launched a personalized email campaign. Instead of generic discounts, we recommended items that complemented each customer’s past purchases.
The impact was clear: a 22% increase in repeat purchases and glowing feedback about how the campaign felt “tailored.” Research from McKinsey supports this approach, showing that 71% of consumers expect brands to deliver personalized interactions, while 76% get frustrated when this doesn’t happen.
The takeaway? Personalization should feel thoughtful, not forced. It’s about building trust, not just closing a sale.
Inventory Management: Creativity in Crisis
The challenges of inventory planning are amplified during BFCM. According to Adobe Analytics, out-of-stock messages increased by 258% during Cyber Monday 2021 compared to pre-pandemic levels.
In our case, when our fashion brand’s bestseller ran out early, we responded quickly with pre-order bundles. Customers who loved the product didn’t mind waiting, especially when they received a bundled deal. This wasn’t just a stopgap; it was an opportunity to create value, clear slower-moving inventory, and reinforce our commitment to customer satisfaction.
Post-Purchase Engagement: Building Loyalty Beyond the Sale
For us, BFCM doesn’t end at checkout—it’s the beginning of a longer customer relationship. One of our other acquired brands demonstrated this perfectly last year. After Cyber Monday, we launched a post-purchase “Thank you for your order! 🙂” campaign, offering loyalty points and early access to upcoming collections.
The result? A 30% increase in customer retention compared to the previous year. Research from Deloitte highlights that consumers cite personalized rewards, an accessible and enjoyable digital experience, and non-financial benefits, such as exclusive or upgraded services, as important attributes of loyalty programs.
This experience reinforced an important lesson: BFCM isn’t just about maximizing sales—it’s about cultivating loyalty that lasts.
Leveraging Data: The Hidden Power of BFCM
Every Black Friday and Cyber Monday, we see an explosion of customer data—from browsing habits to peak shopping hours. For one of our brands, analyzing this data revealed a key insight: our most engaged customers shopped between 8 PM and 11 PM.
Using this information, we shifted our marketing focus to these peak hours in subsequent campaigns, resulting in an 18% increase in conversions over the following months. This aligns with broader findings that data-driven marketing can increase ROI by up to 20%.
BFCM isn’t just a revenue spike—it’s a testing ground for strategies that can shape the future.
The Future of BFCM: Combining Innovation with Trust
Black Friday and Cyber Monday are evolving rapidly. With AI-driven personalization, augmented reality shopping, and predictive analytics becoming mainstream, the opportunities are endless. But amidst this wave of innovation, one thing remains constant: trust.
For us at Ergode, BFCM isn’t just about what we sell—it’s about how we connect. It’s a chance to demonstrate that we understand our customers and value their loyalty.
Final Thoughts
Black Friday and Cyber Monday are more than just sales events; they’re a platform to showcase your brand’s resilience, creativity, and commitment to customers. Whether it’s through thoughtful personalization, strategic inventory management, or meaningful post-purchase engagement, the key is to use these moments to build long-term value.
As we prepare for this year’s BFCM, the question isn’t just about how much we’ll sell—it’s about how much stronger our relationships with customers will become.
Cheers,
Rupesh
