By Ellie-Rose Davies, Content Executive at IMRG
As retailers review Black Friday performance, focus is also turning to how new and existing customers can be retained, as well as how to re-engage shoppers who chose competing retailers during the peak trading period.
This blog explores key post-Black Friday opportunities to support customer retention strategies, including:
- Pricing and discounting
- Brand partnerships and affiliate channels
- Personalisation and AI
Pricing and discounting:
Following Black Friday, customers may carry new expectations around pricing and the overall shopping experience. Industry experts suggest that retailers can view this as an opportunity for growth by meeting these expectations in a considered way, balancing customer preferences with the need to protect margin.
Dan Bond, VP of Marketing at RevLifter shares, ‘Retention isn’t complicated. The reasons customers make their second and third purchases are the same as their first: you had what they wanted at the right price.’
‘Black Friday proves you can deliver both. The mistake is overcomplicating what happens next with loyalty schemes or different tactics for different segments. Instead, retailers can keep doing what worked.’
Dan recommends retailers to ‘Show them products they actually want based on what they bought. Price them fairly – not necessarily at a discount, but competitively.’
‘Use Black Friday behavioural data to understand their preferences, then consistently meet those preferences. Retention happens when you reliably solve the same problem you solved on Black Friday.’
Experts at Prisync explore how retailers can meet expectations, perhaps not at a discount, but competitively, as exclaimed above.
They say, ‘This year, with customers’ tight budgets, discounting and price are the most compelling factors in future purchases.’
‘Of course, customers expect to receive some level of discount during the Black Friday season and compare prices before purchasing.’
‘After you have ensured you have tracked your competitors and offered the best possible price, then there come other strategies to encourage customer loyalty.’
Prisync note, ‘If merchants can apply a second purchase discount, it will increase the likelihood of a third or fourth purchase, since people will remember the good customer experience they already had and further strengthen customer loyalty.’
‘Another example could be sending a discount code for related products to customers after their initial purchase. It all comes down to making customers feel like they are receiving great value for their money.’
Hemang Nathwani, CEO and Co-Founder at Price Trakker further explores how pricing strategies can aid growth in the new year. He shares, ‘Customer retention after peak season starts with transparency.’
‘Retailers who maintain consistent pricing and communicate value honestly tend to see repeat purchases into the new year.’
‘We have seen strong results from brands that use their post-Black Friday data to understand who bought for need versus impulse. Those insights allow for tailored follow-ups that feel relevant rather than generic.’
‘Price Trakker’s experience suggests that loyalty grows when shoppers trust that a brand’s pricing remains fair even after the sale ends. Consistency and clarity can be more persuasive than deeper discounts.’
Brand partnerships and affiliate channels:
Retailers can also build on customer preferences through affiliate channels and brand partnerships, which are increasingly forming a core part of strategies to improve performance and support long-term customer retention.
Bhavesh Patel, Head of Global Key Accounts at Awin explores this, revealing building retention after Black Friday can be done through ‘smart, data-led targeting, especially in saturated sectors.’
‘Understanding the typical time between first and second purchase helps retailers close that gap with tailored outreach. The affiliate channel offers strong tools for this.’
Bhavesh provides the example of ‘cashback partners who can re-engage customers who purchased specific products during Cyber Week by offering a category-focused incentive a few months later.’
‘Brand partnerships and non-endemic retail media add another lever by keeping retailers visible in trusted, complementary environments. Advertisers such as MyProtein, Naked Wines and Currys use these tactics to reinforce recognition and drive repeat purchasing.’
Personalisation and AI
Product experience:
Personalisation and AI continue to be key focus areas for retailers looking to support customer retention, with applications ranging from tailored communications to enhancements within the product experience.
Justin Thomas, VP Sales EMEA at Akeneo shares, ‘Winning loyalty after Black Friday means turning one-time transactions into trusted relationships, such as with the product experience.’
‘Retailers don’t have to rely on discounts alone. They can deliver consistency, clarity and confidence across every channel.’
‘Akeneo’s insights show that accurate, enriched product data, from fit and materials to sustainability and reviews, helps drive repeat purchases.’
Justin exclaims, ‘With AI reshaping how shoppers search and discover, retailers that optimise for intent rather than keywords, using Generative Engine Optimisation (GEO) rather than traditional SEO, can win the post Black Friday battle, using great product information to inspire that crucial second purchase.’
Post-sale tactics:
Personalisation and AI can be particularly effective after a sale has been complete, even in some cases before the item has been delivered.
As explored by Gavin Murphy CMO at Scurri, ‘Black Friday may be the biggest acquisition moment of the year but what happens afterwards determines long term value.’
‘Scurri’s 2025 research shows that 54% of consumers now expect AI to improve post-purchase communication and 60% want AI-powered delivery updates.’
‘That tells us that shoppers crave reassurance and responsiveness after they click ‘buy’,’ says Gavin.
‘Retailers that use AI to personalise delivery updates, streamline returns and anticipate customer needs can turn deal hunters into loyal advocates.’
Gavin reflects on how ‘Loyalty, while discounts are part of it, depends on consistent, branded experiences that make customers feel recognised well beyond the peak shopping weekend.’
Alexander Otto, Head of Corporate Relations at Tradebyte provides examples of how to make customers feel recognised through keeping communications relevant.
He says, ‘Fast checkout, clear delivery updates and transparent returns build trust and make customers comfortable re-engaging after the sales rush.’
‘Follow-up emails should feel personal, from thank you notes to feedback requests or tailored alternatives after a return.’
‘Beyond these personal touches, retailers should offer value above discounts. Loyalty rewards, bundles or early access keep shoppers engaged, while keeping best-performing items in stock through Christmas and January captures follow-on demand.
Alexander shares, ‘Approaches for the New Year – when shopping habits shift toward essentials, self-improvement and value – should be adapted to reflect this, ensuring communications remain timely and relevant.’
Nikhita Hyett, EMEA General Manager at Signifyd also reflects on how Black Friday is just the first step in the operation, where personalised experiences can continue throughout every touchpoint:
‘Black Friday is just the starting point. Turning one-time shoppers into loyal customers can be done through a thoughtful, personalised approach.’
Nikhita shares that ‘Hyper-personalisation is key: leveraging data to recommend products, tailor communications, and create relevant offers keeps shoppers engaged beyond the initial purchase.’
‘Equally important is a seamless checkout and fulfilment experience. Friction at this stage can undo even the most compelling post sale messaging.’
‘Retailers who align personalised engagement with effortless experiences, adapting strategies to different customer segments, may be more likely to foster long-term loyalty.’
‘The most successful brands are combining tailored recommendations with smooth transactions, making repeat purchases intuitive and rewarding.’
In summary
Ultimately, experts reveal that the most effective way to retain customers after Black Friday, and as we move into the new year, is to deliver consistently relevant and timely experiences.
This can include sustaining loyalty through well-structured discounts or competitive pricing and exploring opportunities with affiliate networks or brand partners to enhance the breadth and value of your offering.
Retailers can also maintain momentum by ensuring strong product experiences, supported by accurate and informative product data across all channels.
Also, using personalisation and AI at the post-purchase stage can help strengthen engagement and encourage customers to return.
Want to read more? Here are some recently published IMRG blogs:
Black Friday 2025: An early snapshot of a sharper, smarter peak – IMRG
Using competitor availability data to anticipate market gaps – IMRG
How can retail logistics be more sustainable in peak season? – IMRG
Peak 2025: Early Black Friday insights revealed – IMRG
UK shoppers hold out: Cyber Monday captures more BF-weekend purchases than Black Friday – IMRG
Published 08/12/25
