Omnichannel and the BFCM customer experience
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Black Friday and Cyber Monday (BFCM) have become make-or-break moments for B2C brands. With shoppers ready to spend, the pressure’s on to capture their attention and wallets. But here’s the thing: your customers are everywhere. They’re scrolling Instagram, checking emails, and browsing in-store. How do you reach them all without burning out?
Omnichannel marketing creates a seamless, consistent experience across all customer touchpoints. Whether they’re on your website, in your app, or walking into your store, omnichannel ecommerce feels cohesive.
During BFCM, competition is fierce and attention spans are short. An omnichannel approach can be the difference between record-breaking sales and disappointing results. So, let’s explore how you can make omnichannel work for your BFCM strategy.
At Sinch, research is at the core of everything we do. We regularly survey consumers to learn more about their preferences and to help brands better meet their expectations. In this post, we’ve recapped some top findings from two 2024 surveys, our Customer Connections by Sinch study and our recent Black Friday and Cyber Monday consumer research.
Here are some eye-opening insights on how customers prefer brands to engage with them, plus some learnings so you can shape your omnichannel BFCM strategy for maximum impact:
Timely, relevant communications reach your customers at optimal moments and offer content that aligns with their needs and interests. Good examples include sale alerts timed with holiday shopping and product recommendations based on recent browsing.
These interactions keep your brand top of mind, foster trust, and show customers you understand their priorities.
Missteps in communication can quickly alienate customers, though. In our recent Customer Connections report, we found that 26% of customers are ready to disengage over excessive emails, and 25% over irrelevant content. Apart from this, there are plenty of other dealbreakers you need to be mindful of.
Alienating customers early on can result in lost opportunities and hurt your brand’s reputation.
So, how do you nail it? Show them you value their inbox space by prioritizing their time by sending communications within their preferred windows and avoid spamming. For example, 80% of consumers expect to hear from you within 24 hours of signing up. So, make sure you’ve automated welcome emails to greet them following registration.
This, of course, gets trickier around the holiday season. With so many promotions and messages from brands, how do you get the timing right? Our 2024 BFCM Communications survey reveals more than 50% of consumers what to start hearing from brands at least one month before Black Friday. And when it comes to invoices or receipts? 75.4% want them within five minutes or less of making a holiday purchase.
When you consistently meet these expectations, you’re more likely to keep customers engaged and satisfied and encourage them to return.
Customers know their data has value and expect brands to protect it. Especially during high-stakes events like BFCM, mishandling data risks losing not just a sale, but long-term loyalty.
And our Customer Connections study underscores this concern: feeling that personally identifiable information (PII) isn’t safe ranks as the third biggest dealbreaker for customers regarding communications. Building trust through transparency and strong security measures is just as important as actually avoiding data breaches.
Every channel is pivotal in building trust throughout the customer journey, from sign-up to transaction and account security:
Embed privacy into each touchpoint to cultivate a level of trust that encourages customers to return well beyond the BFCM rush.
Understanding customer communication preferences helps you deliver impactful messages.
Our research reveals some interesting trends: SMS is the preferred mobile messaging channel among U.S. consumers. But for other regions like Brazil, Spain, or Germany, Whatsapp is the go-to mobile messaging app. And younger shoppers under 30 actually prefer Instragram DMs to hear from brands around the holiday season.
Selecting the right channel drives engagement by meeting customers where they’re most receptive.
Our Customer Connections study found that for customer service interactions, 38% of consumers prefer messaging channels, while 29% lean towards email. But when customers initiate contact with companies, email takes the lead at 40%.
Meeting diverse preferences throughout the customer journey builds cohesive connections while each channel caters to different omnichannel customer journey stages. And what’s most important: consumers don’t just want to hear from brands through a single channel. Our BFCM Communications survey found that 78% of respondents want to hear from brands via multiple channels.
The key to success? Knowing how to combine them.
For example, use SMS for urgent BFCM alerts, email for in-depth product details, and messaging apps for real-time support. Social media also amplifies your campaign’s reach, while your website acts as the ultimate information hub. Segment your audience by channel preference to maximize relevance and minimize overload.
Here’s an example of an omnichannel strategy for Black Friday to provide a smooth experience that meets customers on their preferred platforms at the right time:
Compared to a multichannel strategy, which often treats each channel separately, omnichannel ensures a unified experience. Fluid integration across channels not only meets but exceeds customer expectations by delivering a unified experience.
Research and consideration
An omnichannel promotional strategy during this stage captures and sustains customer attention, increasing brand recall and differentiation amidst BFCM competition.
Personalization here boosts relevance and builds trust by showing customers that you genuinely understand and cater to their preferences, and that’s something consumers appreciate. Our BFCM Communications survey revealed 80% of consumers actually value personalized content around the holiday season. Making recommendations based on browsing or purchase history helps customers feel understood and makes them more likely to remember and choose your brand.
Email is the single most preferred channel for promotions and personalized recommendations. So, send a personalized email showcasing BFCM deals on items similar to a customer’s past purchases. Then, follow up with targeted SMS alerts about limited-time offers on those specific items.
A coordinated, multi-channel approach drives customers closer to purchase and increases conversion rates by showing you value their unique preferences.
Want to learn how to combine your email and messaging channels this holiday season? Check out Sinch’s playbook, “Email x SMS: Your way to win over holiday shoppers in 2024.”
An omnichannel strategy provides customers with flexibility and convenience across different platforms. It recognizes that modern shoppers often start their journey on one device and complete it on another.
Implement features like synchronized shopping carts across devices and platforms. This feature reduces friction and allows shoppers to transition easily between devices, which can help prevent cart abandonment.
Providing multiple payment options, from digital wallets to buy-now-pay-later services, also ensures that every customer can pay their preferred way to improve satisfaction and increase conversion rates.
AI-powered chatbots are also a fantastic way to support the overall purchase experience. Throughout the transaction, use real-time messaging via chatbots or live chat to provide quick answers to ease last-minute concerns and ensure customers feel supported throughout the transaction.
Effective post-purchase communication builds trust, reduces customer anxiety, and enhances brand loyalty after a BFCM purchase.
During the holiday season, our research shows that 75.1% of consumers prefer email for transactional communication. Email is ideal for order confirmations and receipts, as consumers trust it for reliable and accessible records. But more than half of respondents want to get this type of notification via multiple channels, and nearly 40% would choose a combination of email and mobile messaging updates.
An omnichannel approach to transactional communications is great for more nuanced and timely updates. For example, send a text message when an order is out for delivery and an email for the receipt.
For security-related communications, like OTPs or account verifications, use messaging channels like RCS or WhatsApp. These platforms offer verified sender profiles and assure customers of the message’s legitimacy.
Well-rounded communication ensures customers receive important information where and when they prefer it, reducing post-purchase anxiety and enhancing overall satisfaction.
Offering omnichannel customer service across multiple channels – FAQs, live chat, social media DMs, email, and more – allows you to meet customers on their preferred platforms to reduce friction and resolve issues swiftly.
With the surge of inquiries during BFCM, deploy conversational AI chatbots across various channels to handle common queries and free up human agents for more complex issues. Your customers are on board too – in our Customer Connections report, nearly 20% said they’d always be happy to avoid talking to an agent if AI can answer their question in certain situations. And our BFCM Communications survey found consumers would like to engage with these tools to learn more about products, get customer support, track orders, and much more.
Post-purchase, brands can also proactively engage customers with order status updates via SMS, surveys via email, and tutorials via messaging apps. Proactively reaching out in this way reinforces trust and keeps customers engaged to lay the foundation for long-term loyalty.
Building customer loyalty extends beyond BFCM and requires an omnichannel approach to ensure customer connections endure throughout the year.
Consistently deliver timely, relevant communications such as order updates, personalized offers, or reminders to stay connected with customers in meaningful ways. These consistent touches show customers that you care about their individual needs, strengthening their emotional connection to the brand.
The strategy includes personalized touchpoints like a surprise birthday discount, a “welcome back” message after a hiatus, or curated product recommendations. Respecting privacy is essential too – allowing customers to control their communication preferences shows respect for their privacy, which in turn, strengthens their trust in your brand.
Each channel’s unique strengths – speed, detail, or connection – allow you to meet customers wherever they are, creating a loyalty experience that feels both customized and complete.
Integrating your strategies across multiple channels creates a synergistic effect that amplifies the impact of each individual tactic.
Let’s explore how this unified strategy can help you extract the most value from your BFCM efforts.
BFCM is a high-stakes game where every marketing dollar counts. The pressure to deliver results is intense, and you can’t afford missteps.
By reaching customers on their preferred channels, you’re having conversations where your audience is most receptive. The targeted approach means higher engagement rates and more conversions.
“When people are opted in to both your email program and your SMS, they’re 2.4x more likely to purchase.” – Elizabeth Jacobi, Founder of MochaBear Marketing, at Email Camp 2024.
Finally, you’ll avoid wasting resources on underperforming channels. Consider the success of Parfym.se during BFCM. They combined SMS and email strategies for maximum impact. Using Rich SMS for timely Black Friday SMS promotions, they achieved open rates of nearly 100%. Using Rich SMS for immediate attention and email for more detailed information engages customers with a balanced approach that enhances both reach and relevance.
With multiple channels, Parfym.se was able to reach customers at various touchpoints, increasing their chances of conversion and ultimately improving their BFCM ROI.
When customers see the same information across all platforms, it reassures them that they can trust your brand to deliver on its promises.
Consistency eliminates friction points in the customer journey and contributes to a personalized customer experience. There’s no disconnect between what they see on Instagram and what they find on your website, for example. A smooth journey minimizes hesitation and streamlines the decision-making process.
Each touchpoint reinforces the others, creating a cohesive narrative that guides customers towards purchase.
The result? Customers move more confidently through your sales funnel, from awareness to consideration to decision. When customers feel confident in their interactions, they’re more likely to proceed with their purchase, ultimately boosting your conversion rates.
The BFCM rush is an opportunity to cultivate long-term customer relationships.
Delivering coherent messages via email, SMS, and in-app notifications reinforces the customer’s decision to buy from you. These touchpoints can include order confirmations, shipping updates, and personalized product recommendations based on their purchase history.
The approach shows customers you value their business beyond the initial transaction. With each touchpoint tailored to their preferences, customers are more likely to remember your brand positively which makes them more inclined to return for future purchases.
Use these four tips to create an effective omnichannel strategy that helps you capitalize on the increased traffic of BFCM while managing logistical demands, like inventory management and shipping.
Ensure consistency, sure, but don’t copy-paste the same content everywhere. Adapt your message to fit each channel while staying true to your brand’s values.
Consistency reinforces your brand identity and helps customers recognize your offers, no matter where they encounter them.
Consider how you might promote a limited-edition product line for BFCM:
While the format and the depth of information vary, the core message – exclusivity, urgency, and the product focus – remains consistent across all channels.
80% of respondents in our BFCM Communications survey said that they find personalized recommendations valuable. So, tailor your offerings to each customer’s unique interests and needs by analyzing past purchase history, browsing behavior, and engagement patterns.
For example, if a customer frequently browses athletic wear, your BFCM campaign might manifest itself in the following ways:
Omnichannel personalization goes beyond product recommendations. Send offers when individual customers are most likely to engage based on their past behavior, prioritize communication through channels where each customer is most responsive, and offer exclusive early access or special discounts based on customer loyalty status.
Speaking directly to individual interests across all touchpoints increases the relevance of your BFCM campaign, increasing engagement and conversion rates.
BFCM can be overwhelming for marketing teams, but automation can lighten the load while ensuring timely, personalized communications during Black Friday marketing. Set up automated workflows to deliver messages without manual intervention.
Consider these automation opportunities for your BFCM campaign:
Automate these processes to ensure consistent, personalized communication at scale and free up your team to focus on strategy and handling unique customer inquiries during the BFCM rush.
BFCM is a dynamic event where consumer behavior can shift rapidly. To maximize your opportunities, it’s crucial to continuously track performance and adjust your strategy in real-time.
Monitor open rates for emails, click-through rates for SMS, and engagement rates for social media posts. Keep a close eye on stock levels to avoid promoting out-of-stock items.
With this data at your fingertips, you can make agile decisions:
For example, if you notice a particular category is selling faster than expected, you might increase its prominence on your site and redirect ad spend to pour more fuel on the fire. In your communications, you could send an SMS alert encouraging folks to act while items are still in stock. For email, you might adjust content to feature the category above the fold or even increase the frequency of messages that discuss the category altogether.
Providing a seamless experience across all touchpoints is key to increasing customer satisfaction and to maximize your sales potential during this critical period.
The secret ingredient? The foundation of an effective omnichannel BFCM strategy lies in robust, integrated communication. Here’s where a Communication Platform as a Service (CPaaS) solution like Sinch becomes invaluable.
With Sinch’s Customer Communications Cloud, you can reach customers where they prefer to engage – whether that’s SMS for immediacy or WhatsApp for interactive communication – and keep your brand top of mind during BFCM.
Don’t miss out on maximizing your holiday sales. Check out all our holiday resources and download our Email x SMS holiday playbook for a comprehensive guide on combining messaging and email in your BFCM marketing strategies.
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