During our fireside chat on brand building during BFCM, host Jess McMahon, Senior Digital Strategist at Klaviyo, was joined by Nathan Yun, co-founder at Paire, and Nicole, head of ecommerce at Koh, to share strategies on using BFCM not just for sales spikes, but as a launchpad for loyalty.

If you want to get more than a short-term sugar high from BFCM, here are five pieces of advice to building your brand up while driving dollars: 

1. Treat BFCM as a brand-building moment

BFCM is one of the biggest acquisition windows of the year — nearly a quarter of e-commerce GMV happens in November and December. Many brands approach it as a discount-driven event, but Jess cautioned that this creates “rented attention,” where new customers are only there for the deal.
Instead, BFCM should be the starting line of the customer relationship. For many shoppers, it’s their first introduction to your brand, meaning your onboarding flow, post-purchase experience, and follow-up communication are critical to winning long-term loyalty.
Don’t think of BFCM as just “flash sales.” It’s the first chapter in your customer’s story with you.

2. Lead with storytelling and authenticity

Nathan shared how Paire’s brand story — rooted in sustainability, comfort, and affordability without compromise — shapes their campaigns. Even during BFCM, Paire focuses on reinforcing why their products matter, not just what they cost.
The panel agreed that values-driven storytelling is what helps brands stand out in a sea of discounts. Customers who connect with your mission (whether that’s sustainability, quality, inclusivity, or innovation) are more likely to return after the sale ends.
Compete on story, not just price.

3. Build loyalty through customer experience

Nicole highlighted that BFCM often represents the first-ever purchase for a significant share of customers. This makes the experience after checkout even more important than the discount itself.
That includes fast fulfilment, proactive shipping updates, clear return policies, and post-purchase education (e.g., how to use or style the product). Every touchpoint builds trust and increases the likelihood of repeat orders.
Jess reinforced that personal touches in the journey — from thoughtful packaging to loyalty nudges — can turn a transactional buyer into a brand advocate.
Invest in the experience beyond checkout — that’s where loyalty is earned.

4. Balance operational realities with customer demand

Nicole also pulled back the curtain on internal challenges, noting how compressed timelines (like half-day Fridays) can make BFCM workflows difficult to manage. With so many moving pieces — creative, inventory, customer support — even small delays can ripple into customer experience.
Her advice: start planning earlier than feels necessary, map workflows carefully, and build in internal buffers. This way, when the inevitable last-minute requests pop up, your team isn’t scrambling at the expense of customer needs.
Operational discipline underpins customer experience. A well-prepared team delivers a smoother, more profitable peak season.

5. Play the long game with retention

Jess reminded the audience that the sale doesn’t end on Cyber Monday — in many ways, it’s just the beginning. The real prize is retaining the influx of new customers you’ve just acquired.
Nathan shared that for Paire, reactivation flows and loyalty-building strategies are just as important as the initial promotion. That includes welcome journeys, community engagement, and transparent communication that extend well beyond November.
Nicole added that too many brands “go silent” after the sale, missing a chance to build repeat revenue in Q1 and beyond.
Don’t ghost customers after the sale — plan your reactivation and loyalty strategies now.