In this episode of Chew on CRO, Ned and Ash discuss strategies for Black Friday Cyber Monday (BFCM) 2024, focusing on customer segmentation and discounting strategies. They argue that brands should discount less and focus more on scarcity tactics to maximize profit during BFCM.

🎯 Don’t Obsess Over Deep Discounts: New customers are generally excited to shop during BFCM and don’t need as much of a discount. Existing customers are more likely to be influenced by scarcity tactics.

📊 Analyze Your Data: Understand your customers’ purchase behavior and base your free shipping thresholds on the mode, not the mean.

🧪 Test Early: Run A/B tests leading up to BFCM to identify winning strategies.

⏰ Start Late: Launching your sale early might get you some early sales, but you will miss out on the bigger sales during the actual BFCM window.

🧲 Extend Your Sale: Extend your sale as long as possible to capitalize on the holiday gift-giving season.

0:00 - Intro

​1:26 - Sitewide discounts, product launches, and free gifts for maximizing customer engagement

​2:06 - Giving customers a compelling reason to return

​3:12 - New product launches for customer re-engagement

​5:24 - Customer segmentation over discounting

​6:01 - Engaging the third customer bucket

​8:03 - Setting effective free shipping thresholds

​​10:22 - Optimizing sales strategies as traffic increases

​11:40 - Adjusting discount percentages based on sale type

​12:39 - Maintaining profit margins over chasing top-line revenue

​13:45 - Extending purchase window for better customer retention

​15:01 - Indicating stock scarcity to create urgency

​16:10 - Overly complex discount structures confuse customers

​17:01 - Early sales lead to diminishing returns

​18:02 - Extending sales beyond Black Friday for increased revenue

​19:03 - Simplicity in messaging and focusing on customer engagement

​20:35 - Different approaches for new vs returning customers

​21:27 - Final chew

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Ron Shah -   / obviceo  

Ash Melwani -   / ashvinmelwani  

Chew On This -   / chewonthisdtc