For many eCommerce brands, Black Friday and Cyber Monday (BFCM) have become essential revenue drivers in the final quarter of the year. Businesses often invest substantial resources into strategizing for these shopping events, aiming to maximize sales during this limited time. However, the question arises: is this focus on seasonal peaks the best path towards sustainable growth?

At Impressive, we advocate for a significant shift in how eCommerce brands approach BFCM, particularly in light of changing consumer behavior and economic uncertainty. Prioritizing a year-round strategy over sporadic sales events can ultimately foster stronger customer relationships, higher loyalty, and sustainable revenue.

Adopting an ‘Always On’ eCommerce Strategy

An ‘always on’ strategy focuses on engaging customers consistently throughout the year rather than relying solely on discounts during major sales events. This approach brings several advantages:

1. Consistent Revenue Stream: By introducing promotions and new product offerings at various times throughout the year, businesses can create numerous interactions with their customers. This leads to steady revenue generation and reduces dependence on peak shopping periods. For instance, brands can schedule bi-monthly promotions that align with relevant themes, such as “Back to School” or “Spring Cleaning,” drawing in shoppers year-round.

2. Improved Customer Loyalty: Regular communication and engagement help keep your brand top of mind. Customers are more likely to return if they know they can discover new products and value continuously. Personalizing messages and incentives for repeat customers can significantly lower churn rates. A case study by Shopify showed that brands maintaining regular contact with their customer base see up to 30% higher repeat purchase rates.

3. Strategic Promotions: Instead of following the trend of aggressive discounting, brands need to tailor promotions around customer behavior and business objectives. For example, exclusive deals for loyal customers or valuable bundling options can prove more advantageous than blanket discounts. Through strategic promotional planning, businesses can highlight key marketing moments that resonate with their message and target audience.

4. Data-Driven Decisions: Implementing a year-round strategy enables brands to harness foundational data, identifying trends and optimizing marketing efforts. Continuous analysis of customer behavior helps refine approaches and allows for agile responses to market changes. By tracking key metrics and adjusting strategies accordingly, eCommerce businesses can focus on driving sustainable growth.

5. Building Brand Equity: By moving away from constant discounting, companies can maintain the perceived value of their products. Strengthening brand equity through high-quality content, storytelling, and loyalty initiatives encourages customers to associate quality and value with the brand, rather than only price.

Retaining Customers for Long-Term Growth

According to Rad Mitic, Head of Brand Advocacy at Yotpo, brands should encourage loyalty program sign-ups long before the BFCM rush. Amplifying loyalty program promotions through various channels—email, SMS, social media—can enhance user engagement and retention. Additionally, determining an effective holiday shipping strategy is crucial to meeting consumer expectations, which increasingly favor both speed and cost-effectiveness.

Implementing an ‘Always On’ Strategy

Transitioning to a robust ‘always on’ approach does not imply abandoning BFCM altogether; rather, it involves integrating these events into a broader marketing strategy. Here are a few initial steps for eCommerce brands to undertake:

1. Selective Sales Participation: Choose sales and offers thoughtfully, only participating in events relevant to your brand. For instance, providing deeper discounts on higher-margin items or outdated products can be more beneficial than offering generic discounts across all products.

2. Commitment to Testing: Regularly examine what messaging or promotions perform well at different periods, both peak and off-peak. By utilizing historical sales data and focusing on cross-channel performance, businesses can identify trends that lead to increased customer engagement and sales.

3. Communicate Your Value Proposition: It is essential to clearly articulate why customers should choose your brand. Evaluating the reasons customers buy—and do not buy—can inform more effective marketing strategies. Developing solid, identifiable hero products or services helps position a brand effectively in times of both high competition and low demand.

4. Increase Year-Round Engagement: Maintain ongoing customer interactions through loyalty programs, engaging email campaigns, and social media content. When major promotions arrive, your audience will be prepared and eager to make a purchase.

The Future of eCommerce is ‘Always On’

In conclusion, eCommerce brands face a critical juncture. Instead of focusing narrowly on singular peaks like Black Friday and Cyber Monday, companies should consider a broader strategy that emphasizes consistent engagement and value delivery. Embracing an ‘always on’ approach offers a path to retaining customers, enhancing brand loyalty, and ultimately maximizing revenue when the stakes are highest. Such a strategic transition allows brands to flourish in the competitive retail landscape, cultivating long-term relationships with their consumers.