Rocket Holiday Season Sales with a Customer Feedback Strategy for Black Friday and Cyber Monday

The holiday season, especially around Black Friday and Cyber Monday (BFCM), is is the peak time for retailers, customers and sales. Retailer's will be planning promotional activities at least three months in advance, and with a surge in traffic and sales, it's a prime opportunity to gather valuable customer feedback and rocket your holiday season sales.

Running a feedback campaign during this period can help you not only optimize your holiday strategy on the fly but also set your business up for success in the coming year. Let’s explore why BFCM is a great time for customer feedback campaigns and which types of questionnaires work best at different points in the customer journey.

In this blog retailers will learn how to run a feedback campaign during Black Friday and Cyber Monday, to optimize holiday season sales and increase data insights.

Why BFCM Is the Ideal Time for Customer Feedback Campaigns

1. High Traffic Equals More Data During the BFCM period, online stores experience a significant increase in traffic. More visitors and customers mean you can collect a higher volume of feedback, leading to richer insights. This is a rare opportunity to learn about the behaviours, preferences, and pain points of a large audience in a short time.
2. Understand First-Time Customer Expectations The holiday season often brings in first-time customers. Surveying these new shoppers allows you to understand what attracted them to your store and what their expectations are. Insights from this feedback can help you improve your holiday sales strategy and better meet customer needs.
3. Recover Lost Sales Abandoned carts are common during the holiday rush. Feedback collected from cart abandonment surveys can help you understand why customers left without purchasing. You can then address these issues promptly, recover sales, and improve the checkout experience.
4. Plan for the New Year Feedback gathered during the holidays is valuable for planning next year’s strategy. Use the insights to identify areas for improvement, new product opportunities, and ways to enhance your customer experience year-round.

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Which Questionnaire Formats to Use Throughout the Customer Journey

Different stages of the customer journey present unique opportunities for gathering feedback. Here's a breakdown of which questionnaire formats work best at each stage:

1. Pre-Purchase Stage (Browsing & Product Pages)
   • Format: Pop-up or Slide-in Surveys
   • Questions to Ask:
     • “What brought you to our site today?”
     • “Did you find what you were looking for?”
   • Purpose: Understand customer intent and identify any navigation or product information issues.
2. Cart Abandonment Stage
   • Format: Exit-Intent Surveys (triggered when a user is about to leave the site)
   • Questions to Ask:
     • “What stopped you from completing your purchase today?”
     • “Was there anything missing or unclear about your order?”
   • Purpose: Pinpoint reasons for abandonment, such as shipping costs or lack of payment options, and take action to recover lost sales.

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1. Checkout Stage
   • Format: Embedded Surveys (placed on the order confirmation page)
   • Questions to Ask:
     • “How would you rate your checkout experience?”
     • “What could we do to make this process smoother for you?”
   • Purpose: Collect insights to optimize the checkout process and improve the overall customer experience.
2. Post-Purchase Stage (Order Delivered)
   • Format: Email Surveys
   • Questions to Ask:
     • “How satisfied are you with your purchase?”
     • “How did the product meet your expectations?”
   • Purpose: Gauge customer satisfaction, identify potential product issues, and gather suggestions for product improvements.

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1. Repeat Purchase Stage
   • Format: Loyalty Surveys (sent to repeat customers)
   • Questions to Ask:
     • “What keeps you coming back to our store?”
     • “What would you like to see from us in the future?”
   • Purpose: Understand what drives loyalty and find opportunities to enhance customer retention.
2. General Holiday Feedback
   • Format: Seasonal Feedback Surveys (sent shortly after BFCM)
   • Questions to Ask:
     • “How was your overall holiday shopping experience with us?”
     • “What could we do to make your next holiday shopping experience better?”
   • Purpose: Gather comprehensive insights about the holiday season to improve future campaigns.