Wednesday, September 23rd 2026 @ 10am
BFCM is typically focused on one thing: driving as many sales as possible over a short period of time.
But the real opportunity starts after the transaction.
Brands invest heavily in acquiring customers during BFCM, often using significant discounts and increased paid media spend. But a first purchase doesn't necessarily mean you've acquired a valuable customer.
The question we want to explore is:
What happens after checkout, and how do you turn a BFCM shopper into a customer who continues to generate value?
Brought to you in partnership with Klaviyo, join our upcoming webinar led by Zara O’Dowd to explore how brands can use Klaviyo before, during and after BFCM to understand their customers, personalise the experience, drive conversion and build stronger post-purchase journeys.
The goal isn't simply to maximise BFCM revenue.
It's to maximise the value of the customers BFCM brings in.
What We Will Cover:
- The BFCM Trap: Look beyond short-term revenue and AOV to focus on acquiring genuinely valuable customers.
- Before BFCM: Use first-party data to segment audiences so you aren't treating VIPs and new subscribers the same way.
- The Paid Media Connection: Bridge paid acquisition with your owned channels to connect ad spend directly to customer lifetime value.
- During BFCM: Move past basic email blasts by using behavioural data, SMS, and onsite personalisation to target real customer intent.
- After BFCM: Build automated post-purchase journeys and leverage Klaviyo's predictive analytics (like predicted CLV) to drive retention.
- Measuring Cohort Health: Run a post-season health check to track retention, repeat rates, and long-term customer value.
