Ideally, building out post-purchase and retention strategies before BFCM hits is the best move. But when that isn’t the case, there are some post-purchase and retention strategies brands can implement post-BFCM that go the extra distance in sales season and beyond.
Segment VIPs (then treat them as such)
Not every customer needs, or should receive, the same offer or flow. Identify top-tier customers based on behavior and value, and reward them accordingly.
- Give them early access to further sales like Boxing Day, or January Sales.
- Offer exclusive bundles or gift-with-purchase deals
- Send personalized “thank you” messages or surprise rewards — always well received over the festive season!
- Invite them to refer friends in exchange for perks
While these are more complex than a generic discount, they go a long way to addressing their actual wants and needs. These small touches build loyalty, boost LTV, and provide more staying power after a sale.
Build Out a Post-Purchase Flow With Real Intention
A “thanks for your order” email may be standard, but it isn’t enough. Over sales seasons, inboxes fill up and discounts draw customers away, meaning brands are in intense competition for customers’ attention. So, to make a brand stand out from the very noisy crowd, what happens after someone buys should be as thoughtful as what led them to purchase in the first place.
- Start with education: help them use or enjoy the product they just purchased
- Follow up with product recommendations or complementary items
- Gather reviews, referrals, and feedback (in exchange for perks)
- Tag them for future targeting based on what they bought
Pro-tip: Make sure transactional notifications, shipping ops, and CRM are all connected so these emails aren’t sent before the product lands on their doorstep. The goal is to make them feel seen, supported, and excited to come back.
Predict And Prep For Replenishment
This one is for all throughout the year: If products have any kind of natural reorder rhythm, like a skincare product, protein powder, shampoo / conditioner, makeup etc., start to build it into flows.
- Use set ups like Klaviyo’s predicted next order date (or another tool / bespoke timing frame)
- Send gentle reminders based on usage
- Offer “subscribe and save” options or limited-time reorder discounts
- Tie these flows into loyalty or referral programs
Win Back the Holiday-Only Shoppers
Some BFCM buyers will ghost brands after a sale, and that’s expected. What matters most is the strategy to bring them back. Build a dedicated win-back flow for BFCM customers by:
- Referencing their past purchase and offer something relevant, a complementary product or something relevant to their product preference.
- Use seasonality (“spring refresh,” “back in stock,” “your next favorite”) to stay timely
- Include a clear reason to return, not just a discount
The goal is to re-engage with value, at the right time.
Bake in Loyalty And Referrals While They’re Warm
Right after a good purchase experience is the perfect time to ask for more: more trust, more advocacy, more momentum.
- Introduce a loyalty program with a clear benefit
- Ask for a product review in exchange for a small perk
- Encourage social sharing or a referral with easy one-click actions
Essentially: use this moment to shift from sales-based transactions to relationship building and give customers that are excited an easy next step.
Personalized Campaigns Across Channels
Make every touchpoint feel 1:1, even at scale
BFCM inboxes are noisy – we all know this. But breaking through doesn’t mean yelling the loudest. Instead, prioritize making each customer feel like the message was made just for them.
When the CRM is dialed in, personalization can be done across every channel without making marketing teams lives harder at an already pressing time. The key is to start with behavior, not just demographics, and to let tools do the heavy lifting with smart segmentation and dynamic content.
Here’s how top brands personalize across email, SMS, push, and onsite:
The highest-leverage (and likely most profitable) personalization channel.
- Personalized product recommendations based on past purchases, browse history, and/or quiz results
- Localized send times based on time zone or behavior patterns
- Dynamic content blocks that adjust based on loyalty tier, AOV, or lifecycle stage
- Name and location personalization in subject lines and headers (when it feels natural, not creepy!).
SMS
The most direct (and easy to mess up) channel.
- Flash sale and escalating alerts for active subscribers only
- Shipping cutoff reminders tied to region and delivery windows
- Conversational flows that feel 1:1 (e.g. “Still deciding? Text back for help.”)
- VIP check-ins with unique links or early access codes
Push Notifications
Best for urgency, reminders, and real-time nudges.
- Inventory-based alerts (“Only 3 left in your size”)
- Early access pings for subscribers who opted in via app or browser
- Cart reminder nudges tied to product category or bundle
- Back-in-stock notices personalized by past browse behavior
Onsite Personalization
The glue between channels.
- Homepage takeovers by segment (new visitor vs. returning customer vs. VIP)
- Dynamic product banners based on browsing or purchase history
- Custom content blocks for loyalty members or referral traffic
- Exit intent popups with personalized offers or recommendations
Not everything needs to be personalized. But if the right things are personalized, based on real behavior and timing, sales seasons feel less like a marketing event and more like a curated experience.
Final Words
Our approach to Lifecycle Marketing combines personalized onsite interactions with data-driven lifecycle strategies to nurture and retain customers long after peak season ends. By leveraging automation, segmentation, and targeted communication, we help brands build meaningful connections that enhance the customer experience at every stage of the journey.
If your team needs support with lifecycle marketing, year-round retention strategies, or getting ahead of next year’s BFCM planning, contact our expert CRM team.
