Black Friday as a case study in how to make loyalty schemes work harder

Last year Black Friday sales figures for the UK topped £1 billion, and as the event continues to deliver as one of the biggest shopping events in the retail calendar.

For any loyalty programme to succeed, forward planning is crucial. The significance of Black Friday for brands in any vertical should not be underestimated. Events such as Black Friday, and others like it – Christmas, Valentine’s Day and China’s Single’s Day – should be seen as key moments in terms of member engagement and value generation.

Black Friday is no longer a single day in the calendar, with Cyber Monday’s emergence creating a week-long event that gives loyalty programme providers the chance stand out from competitors via the quality and value of the rewards and earning promotions on offer.

Last year, Collinson Latitude called out Black Friday 2015 as a missed opportunity for loyalty programme providers.

Loyalty programme providers need to encourage greater earning of points and redemption of rewards. Black Friday brings into focus disciplines which should be applied across the year to make loyalty programmes work harder.

Planning, planning and more planning

Given Black Friday/Cyber Monday could be your most profitable and engaging day/week of the year, it should be on your radar as part of annual and quarterly programme strategy planning, in order for all content and marketing activity to be prepped accordingly across the relevant channels.

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