How Brands Are Transforming Black Friday in 2024 - Winning Sales and Building Loyalty

Black Friday has evolved beyond a one-day sales event into a strategic opportunity for brands to build lasting customer relationships. While discounts still attract attention, brands now focus on fostering loyalty and deepening connections with their audience. In 2024, the emphasis is on creating memorable experiences that keep customers engaged long after the sales are over, turning casual shoppers into loyal patrons. As competition intensifies, the focus has shifted from quick sales to cultivating lasting customer loyalty, making Black Friday a pivotal moment in a brand’s relationship-building efforts.  

In this article, we will delve into the following topics, 

• How Sri Lankan brands have creatively capitalized on Black Friday. 

• The strategies these brands employed to gain insights into their customers. 

• The importance of understanding customers in building loyalty and fostering lasting relationships. 

Let’s explore how these insights can inspire innovative approaches to connect with your audience effectively. 

Innovative Ways Sri Lankan Brands Capitalized on Black Friday 

Sri Lankan brands have redefined Black Friday by adapting global trends to suit local needs, offering customers unique and memorable experiences. Kapruka’s "Global Shop" service gave Sri Lankans access to international discounts from major retailers like Amazon and Walmart, providing a global shopping experience that built trust and excitement. 

Meanwhile, Abans took the concept further with their "Extra Black Friday" campaign, extending sales over three days and offering exclusive discounts and flexible payment options to loyalty members. This omnichannel approach, both online and in-store, made customers feel valued beyond just the discount, strengthening long-term loyalty. 

How Brands Understand Their Customers 

To build lasting loyalty, it’s essential for brands to understand their customers' needs, preferences, and behaviors—especially during high-stakes events like Black Friday. By analyzing consumer actions and feedback during the event, brands can craft follow-up strategies that ensure customers feel recognized and valued. 

 Loyalty programs play a pivotal role in deepening connections. Brands that offer tailored benefits, such as exclusive deals or early access to sales, make customers feel appreciated and special. For instance, One Galle Face (OGF) offered early access to Black Friday deals for its rewards members. This approach catered to customers’ desires for exclusivity and convenience while encouraging non-members to join the program, creating a sense of belonging. By focusing on what their customers value most, OGF strengthened relationships with both loyal patrons and newcomers. 

Tailored loyalty benefits ensure customers see value beyond the transaction, transforming Black Friday shoppers into long-term advocates. 

Why Understanding Customers Is Important 

Understanding customers goes beyond tracking purchases. It’s about listening to their preferences, analyzing sentiment, and tailoring future interactions based on these insights. When brands prioritize understanding their customers over short-term sales goals, they create meaningful relationships that last well beyond Black Friday. 

For example, EWIS extended its Black Friday sale until December 9th due to overwhelming demand, responding to customers' desire for more time to shop. By listening to their customers and recognizing the need for a longer sales window, EWIS ensured a more relaxed and enjoyable shopping experience. This not only helped maintain customer engagement during the extended period but also fostered trust by showing that the brand was responsive to customer needs and preferences. By offering flexibility and adjusting based on customer behavior, EWIS was able to build a stronger, long-term relationship with shoppers. 

How to Retain Customers - The Role of Data and Social Listening 

Retaining customers requires more than just attracting them; it demands continuous engagement and a deep understanding of their needs. Successful brands achieve this by leveraging data to monitor customer behavior, sentiment, and feedback in real time. These insights enable brands to refine their offerings and craft experiences that resonate with their audience. 

Building long-term loyalty requires moving beyond transactional interactions. Brands must implement retention strategies such as personalized offers, well-designed loyalty programs, and consistent post-purchase engagement. These tactics strengthen the relationship with customers and encourage repeat business. 

Social listening and sentiment analysis are critical tools in understanding customer behavior. By observing how customers interact with a brand and analyzing their emotions and preferences, brands can fine-tune their messaging and offerings to align with customer expectations. This ongoing feedback loop allows businesses to continuously adapt their strategies, providing tailored experiences that foster satisfaction and loyalty well beyond events like Black Friday. 

In today’s competitive landscape, success on Black Friday is no longer just about offering the biggest discounts. It’s about creating meaningful, lasting relationships with customers. Ready to elevate your customer engagement? Get in touch with Kommon Poll today to discover how real-time insights can transform sales into enduring loyalty.