Black Friday, France's biggest shopping event, takes place this year on November 29. Every year, the event sparks debate about its impact on customer loyalty. While this period is traditionally associated with substantial discounts and flash offers, companies are faced with a dilemma: how to maintain a lasting relationship with their customers in a context where promotions seem to take precedence over loyalty?
The foundations of customer loyalty in French e-commerce
Customer loyalty in e-commerce is based on several key factors: product quality, the shopping experience and brand trust. In France, where consumers are increasingly demanding and well-informed, loyalty programs play an essential role. These initiatives strengthen the bond between brand and customer by offering exclusive benefits, rewards and personalized service.
However, as Black Friday approaches, consumer habits are changing. Consumers, in search of the best deals, seem more inclined to base their purchases on exceptional promotions rather than on their relationship with the brand.
The Black Friday dilemma: threat or opportunity for customer loyalty?
This trend raises a crucial question: does Black Friday weaken customer loyalty or, on the contrary, strengthen it? It's tempting to think that customers prefer short-term discounts to long-term engagement with brands. However, this reality is more nuanced.
For some companies, especially those that consciously decide not to participate in mass promotions, this event is an opportunity to reaffirm their values and reinforce their brand image. By choosing not to give in to the race for discounts, these brands are relying on quality, durability and a relationship of trust with their customers that goes beyond mere promotional logic.
Kiliba's approach: Maximizing customer loyalty via email during Black Friday
At Kiliba, we firmly believe that intelligent emailing is the key to turning Black Friday into a lasting loyalty opportunity. Here are our best practices:
1. Advanced segmentation and customization
Use customer data to segment your base and personalize your messages. With Kiliba, you can go beyond the simple "Hello [First name]" and propose truly relevant offers based on each customer's purchase history and preferences.
2. Create exclusive campaigns for your loyal customers
Reward loyalty by offering early access to Black Friday offers or exclusive promotions to your best customers. This reinforces a sense of belonging and encourages long-term loyalty.
3. Use intelligent automation
Set up automated emailing scenarios that adapt to your customers' behavior. For example, automatically send a reminder email to customers who have consulted an offer without purchasing it.
4. Focus on quality rather than quantity
Avoid bombarding your customers with emails. Focus on targeted, relevant communications. Kiliba's AI functionality helps you determine the best time to send your emails, optimizing open and click rates.
5. Offer added value beyond promotions
Use your emails to educate customers about your products, share usage tips or tell your brand story. This strengthens the emotional connection with your company.
6. Integrate your email campaigns with your other channels
Create a consistent omnichannel experience by synchronizing your email messages with your communications on social networks and your website.
The Fourseeds approach: building loyalty beyond promotions
Our loyalty partner Fourseeds takes a complementary approach, focusing on creating loyalty programs that go beyond simple discounts. They focus on :
- Creating unique experiences for loyal customers
- Exclusive benefits that are not based solely on price
- Using gamification to engage customers over the long term
This approach, combined with our emailing solutions at Kiliba, creates a robust, multi-dimensional loyalty strategy.
The crucial role of technology in customer loyalty
Solutions such as Kiliba, which specializes in intelligent emailing, and Fourseeds, which focuses on loyalty, play a crucial role in this dynamic. Thanks to artificial intelligence, they enable brands to segment their customer base, personalize messages and anticipate consumer expectations. So, even in times of intensive promotions like Black Friday, they help create a strong, lasting bond with customers, based on the relevance of communications and the personalization of offers.
Conclusion: turn Black Friday into a loyalty-building opportunity
Ultimately, Black Friday is not necessarily a threat to customer loyalty. For brands that know how to take advantage of this period while remaining true to their identity, it's an opportunity to further strengthen their relationship with their customers.
By combining Kiliba's intelligent emailing strategies with Fourseeds' innovative loyalty approaches, you can turn this busy sales period into a key moment for consolidating your loyal customer base.
Don't forget: the real success of Black Friday is measured not only in immediate sales, but also in the long-term value of the customer relationships you've cultivated.
Ready to revolutionize your approach to Black Friday? Find out how Kiliba and Fourseeds can help you implement a winning strategy to build customer loyalty. Contact us today for a personalized demonstration!
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