Rewards program for Black Friday isn’t just about discounts—it’s about creating lasting connections and growing your brand’s community. Surprising take? Maybe. But while many measure BFCM (Black Friday, Cyber Monday) success by order counts and revenue spikes, there’s more to the story.
Focusing solely on short-term wins means pouring time, money, and energy into fleeting results. What happens after the holidays? Are those customers sticking around, or are they one-time shoppers who might not return until next year—if at all? Building loyalty beyond Black Friday and Cyber Monday is the real key to long-term success. So, are you thinking beyond the sale?
It’s About Connection, Not Discounts
Shoppers today want more than bargains—they want to feel invested in the brands they choose. Think about your own shopping habits.
You don’t have loyalty to a grocery store brand. You shop where it’s convenient or where the deals are. You’re not following grocery stores or their founders on social media, and you don’t really care who shops at which one.
But the brands you truly love? Those are different. These are the brands where you want everything they make. You follow them on Instagram, engage with their posts, and eagerly open their newsletters. You pay attention to influencers hyping their next product drop because you genuinely care.
Why? Because those brands align with what you value—and they show they care about you, too.
Focusing on building authentic relationships with your customers creates a loyalty that’s competitor-proof, discount-proof, and resilient through the ups and downs of any market.
Here’s the truth: Customers who truly connect with your brand aren’t waiting for Black Friday—they’re not expecting 50% off deals. They’re with you because of who you are, not just what you sell.
Why a Rewards Program is Your BFCM Secret Weapon
Building your brand community and fostering real connections with customers can set you apart this holiday season—and beyond. A rewards program is the perfect way to do it.
By positioning your brand as more than just a transaction, you create a sense of belonging that encourages emotional relationships with your customers. Rewards programs amplify this by exceeding expectations at every interaction, turning each touchpoint into a positive experience.
When done right, these programs deepen trust and loyalty, making your community stronger with every engagement. Over BFCM, rewards become a powerful tool to enhance program success and nurture those crucial relationships.
The key? Start early. Have your rewards program up and running before the holiday rush so your customers can take full advantage—and keep coming back for more.
Attract and Excite New Customers to Join
Black Friday and Cyber Monday are prime opportunities to bring new customers into your brand community. With so many shoppers discovering your store, you have the perfect chance to turn them into loyal, long-term supporters. The key? Encourage them to join your journey—and your rewards program is the ultimate tool to make that happen.
Launch a Campaign to Promote Your Rewards Program
Whether your program is new or well-established, the first step is making sure customers know about it. A simple, tailored email campaign is incredibly effective for introducing or reminding customers about your program. Highlight how it works, the benefits they’ll get, and why it’s worth joining.
Emails don’t need to be complex to work. Take inspiration from Re-leaf: a clean design, a clear call-to-action like “Join Our Loyalty Program”, and a branded logo can go a long way in engaging your audience. This approach makes it effortless for customers to explore and join your program, laying the foundation for deeper engagement.
3 Ways to Entice Customers to Join Your Rewards Program
Here’s how to ensure your program is irresistible:
- Welcome Points to Establish Value
Instant gratification is a powerful motivator. Offering welcome points for signing up creates immediate value for customers while building your marketing list. For example, jewelry brand Twenty Compass gives new members 100 points just for creating an account, making the value of joining clear from the start.
📣 Pro Tip: Advertise welcome points prominently on your store to encourage sign-ups and make shoppers feel special during BFCM. - Brand Your Program
A cohesive and visually appealing rewards program can make all the difference. From the program name to the colors, icons, and even the names of your VIP tiers, every detail should align with your brand’s personality.
Haircare brand Miss Rizos nails this with a program that perfectly matches their site design, using branded icons, vibrant photography, and on-theme colors to create a seamless experience for customers. - Make Your Program Visible
If customers can’t easily find your rewards program, they’re unlikely to join. Add a program launcher on every page of your site, so both new and returning customers can quickly access it.
Miss Rizos, for example, features a rewards program panel across their site, ensuring every visitor knows about their loyalty program and can engage effortlessly. For an added boost, create a dedicated page that explains your program’s benefits and makes joining a no-brainer.
Build a Community, Not Just a Program
By focusing on visibility, value, and branding, your rewards program can become a powerful gateway to deeper customer relationships. Start strong this BFCM to set the stage for lasting loyalty that goes far beyond the holiday rush.
GAWAPP: Your Secret Weapon for BFCM Success
Loyalty programs and rewards are the ultimate tools for turning seasonal shoppers into lifelong customers. Last year, businesses using GAWAPP saw incredible results, with 53 million orders placed between November and December 2023. Over the Black Friday/Cyber Monday (BFCM) weekend alone, 6.9 million orders were made—12.8% of all holiday orders crammed into just four days!
Real Results, Real Impact
The metrics don’t lie—loyalty programs are game-changers. Here are some standout achievements from last year:
- A UAE coffee brand reached 115,000 program members, with an impressive redemption rate of 47.93%—nearly 3.5 times the industry average of 13.67%.
- A Sharjah coffee shop brand generated over $1 million in referral revenue thanks to its loyalty program.
These successes prove that pairing loyalty with BFCM is a winning formula for revenue, customer retention, and long-term growth.
Why Loyalty + BFCM Is a Dream Team
When your loyalty program centres on adding value for customers, you create experiences that go beyond just discounts and sales. Instead of focusing on driving transactions, you’re fostering genuine connections that make people excited to join, engage with, and advocate for your brand.
By shifting the focus from one-off purchases to relationship-building, you’re laying a strong foundation that keeps customers coming back long after the holiday rush ends.
The Long-Term Payoff
With GAWAPP, you don’t need to rely on endless sales that eat into your profits. Instead, you’re building a loyal customer base that will stick with your brand through every season. The strategies you implement this BFCM won’t just maximize holiday success—they’ll create a ripple effect of growth for the months and years ahead.
Get ready to crush this holiday season and keep winning long after the deals are over.
