Limited Supply S14 E11: The Truth About Retention and BFCM
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Dec 10, 2025 Nik Sharma, a DTC expert and founder, joins Eric to discuss the strategic shift in Black Friday marketing. They emphasize that simplified offers outperform clever ones and that effective retention strategies are crucial post-purchase. Nik reveals how brands can optimize their email flows for maximum impact and why retaining customers requires more than just good discounts. They also explore the evolving landscape of creative strategies in advertising, highlighting the use of AI tools for smarter decision-making.
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Keep Black Friday Offers Simple
- Test and keep Black Friday offers simple and clear rather than complex bundling schemes.
- Run offer tests earlier (e.g., Prime Day) so you don't finalize deals last minute.
Black Friday Buyers Are Discount-Driven
- Most Black Friday buyers purchase because of convenience and discount, not product love.
- Without intentional retention flows, many BFCM customers never return.
Use Post-Purchase Touches To Retain BFCM Buyers
- Add post-purchase brand reinforcement via email, SMS, and social to convert discount seekers into repeat buyers.
- Use simple personal touches like founder thank-you emails or handwritten notes to increase stickiness.