Turn Black Friday point-of-sale store data into Cyber Monday gold with Simon Data
Believe it or not, the holiday shopping season is right around the corner, and marketers are under pressure to deliver winning campaigns that drive sales and engagement. Black Friday and Cyber Monday (BFCM) present a unique opportunity to kick off the season on a high note—but only if you have the right data and insights to fuel your strategies.
At Simon, we can help. Our CDP empowers marketing teams to transform their BFCM approach and drive more revenue by unifying offline and online customer data, gather real-time insights, and activating segments that create the personalized experience customers crave.
From leveraging Black Friday purchase history to building smarter audience segments, you'll discover proven tactics to maximize your holiday sales and engagement. This post delves into how Simon Data empowers marketing teams to harness Black Friday's in-store point-of-sale (POS) data and forge it into Cyber Monday's success.
Still marketing BFCM the old way? It's holding you back.
If you're still wrestling with siloed data and sluggish insights, you're fighting with one hand tied behind your back. Siloed information across online and offline channels cripples personalization efforts.
During BFCM, delayed in-store and point-of-sale data limits your marketing responsiveness to critical customer engagement, such as real-time purchases, abandoned carts, and customer trends — a recipe for missed business opportunities and wasted resources.
Unlocking in-store data for actionable insights with Simon Data
We all know the struggle of juggling in-store and online customer data. That’s why we built Simon — it’s a powerful CDP that seamlessly blends your in-store POS information with online customer behavior.
The result? A clear, comprehensive view of your customer's journey that you can actually use. Here are the biggest benefits of using the Simon Data CDP during BFCM.
Real-time data integration
Simon stands out by seamlessly integrating in-store POS data from tools like Shopify’s POS System, with online and other customer data sources, empowering marketers to take immediate action based on the most current customer interactions, both online and in-store.
Unified customer profiles
By creating a single, unified view of each customer, Simon Data CDP enables hyper-personalization at scale.
This comprehensive profile (what we call a customer 360) includes online browsing history, purchase records, and in-store interactions, providing a complete picture of customer behavior and preferences.
Advanced segmentation
Simon Data CDP's advanced segmentation capabilities allow marketers to create laser-focused audience segments based on real-time in-store behavior and online interactions. This granular approach ensures that each customer receives the most relevant and timely communications on their preferred channels during the critical Cyber Monday push.
How to use Black Friday in-store customer data for Cyber Monday personalization
The Black Friday rush can leave marketing teams scrambling to keep up, let alone deliver personalized experiences. But what if you could transform that in-store frenzy into a strategic advantage for Cyber Monday?
With access to accurate in-store data, marketing teams can create highly targeted campaigns that drive engagement and boost sales. Here are some of the ways our customers use the Simon Data CDP during the holiday season.
Creating personalized campaigns that drive engagement
Using Simon’s CDP, customers can easily analyze Black Friday in-store activity to identify customers who've already purchased or wishlisted specific products.
Then, they can craft exclusive Cyber Monday offers that complement these purchases and send out email and SMS campaigns through MarTech tools like Attentive, creating a seamless shopping experience that makes customers feel like VIPs.
Building smarter lists to maximize ROAS
BFCM calls for plenty of spending on paid media. But spending on paid channels without seeing a return is a marketing team’s nightmare. Simon’s CDP helps marketers create precise exclusion lists, ensuring they don’t waste budget on irrelevant ads and Cyber Monday campaigns reach the right audiences with the right messages.
Staying ahead of BFCM with real-time campaign optimization
With Simon, marketers can monitor and adjust Cyber Monday campaigns on the fly. A CDP ensures marketing teams are not just reacting to trends — they’re setting them while ensuring their efforts remain relevant throughout the day.
Tips for advanced BFCM segmentation with Simon Data
Simon Data's advanced segmentation capabilities go beyond basic demographics and purchase history — and even Black Friday. By analyzing customer interactions across channels, our customers create:
Location-based personalization that bridges online and offline customer experiences
With Simon, marketers can target customers within specific radiuses of their physical stores. Brands can promote local inventory, highlight nearby deals, and create a cohesive omnichannel experience that drives both online conversions and in-store traffic.
Make seamless product recommendations
During BFCM, identify customers who browse online but prefer to purchase in-store. Then, deliver email campaigns that seamlessly blend their digital and physical shopping experiences.
Simon allows brands to include additional contact properties or contacts events in content for email campaigns that create a cohesive in-store and online experience for their customers. Here’s an example:
Let’s say a customer purchases a cooking appliance in person in-store. Simon Data then receives an event showing the different SKUs that the customer purchased in-store (i.e., an espresso machine).
Simon then triggers an email that references the espresso machine and surfaces adjacent product recommendations (i.e. espresso kit accessories, such as a tamper and portafilter) for the customer to buy.
Suppress recent purchasers to optimize paid media spend
BFCM can easily lead to wasteful ad spending if it’s not managed carefully. Simon Data’s CDP gives marketers the power to avoid this pitfall by identifying and suppressing recent purchasers from paid media campaigns.
Let's say you notice a spike in in-store sales for a particular product line during Black Friday. Simon's real-time data integration allows you to quickly create an exclusion list of these recent in-store buyers.
You can then apply this list to your Cyber Monday paid search, programmatic acquisition marketing (think The Trade Desk or Criteo), and social media channels like TickTock, Snapchat, and Instagram — ensuring your budget is focused on prospective customers rather than those who have already converted.
This targeted approach not only saves money but also prevents customers from being bombarded with redundant offers. It's a win-win that preserves your marketing ROI and enhances the overall customer experience.
Capitalize on price drops with tailored campaigns
BFCM is a prime time for retailers to offer deep discounts and limited-time deals. However, simply broadcasting these price drops isn't enough — you need to ensure they're reaching the right customers at the right time.
While these strategies are extremely useful for BFCM sales, they’re also valuable year-round, so be sure to implement them throughout your marketing campaigns beyond the holiday season.
Simon Data CDP's advanced segmentation capabilities make this possible. By analyzing browsing data, Simon can identify customers who have recently viewed products that are now subject to price reductions.
You can then trigger personalized email campaigns or retargeting ads highlighting these discounted items, creating a sense of urgency and excitement around the savings.
This level of contextual relevance is crucial during BFCM when customers are inundated with promotional messages. By delivering price drop alerts to shoppers who have already demonstrated interest, you increase the likelihood of driving conversions and maximizing the impact of your limited-time offers.
In addition, Simon Data CDP's advanced capabilities allow you to:
- Group customers based on cross-channel interactions
- Predict high-value Cyber Monday shoppers (and the items they’re looking to buy!)
- Tailor campaigns to customer lifecycle stages
- Focus premium offers on your most profitable segments
- Identify cross-sell and upsell opportunities based on a comprehensive purchase history
While these strategies are extremely useful for BFCM sales, they’re also valuable year-round, so be sure to implement them throughout your marketing campaigns beyond the holiday season.
The bottom line: Transforming your BFCM strategy
Don’t let the stress of Black Friday and the frantic rush of Cyber Monday hinder your marketing strategies. Combining a cloud data platform like Snowflake with a CDP like Simon Data is the secret weapon for turning those chaotic shopping days into a golden opportunity.
Thanks to Simon’s powerful capabilities, marketing teams can gain real-time insights from their online and offline worlds to create the ultimate shopping experience for customers during BFCM and beyond.
