Welcome to the November edition of Commerce Jam!
With the hustle of Black Friday and Cyber Monday almost over, now is the time to shift gears. The post-BFCM period presents its own opportunities and challenges, from navigating returns and inventory to leveraging insights from the holiday season. November was about setting the stage that carries you into 2025.
In this edition, we look into actionable strategies, innovative trends, and long-term solutions to help you close out the year with confidence and momentum.
Let’s dive in!
In this issue:
- Turning challenges into opportunities with post-BFCM returns
- Building a future-proof eCom strategy with First-Party data
- Ways to retain clients post the holiday season
- Google’s UX playbook for eCommerce
- How to tackle holiday inventory challenges
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Case study: A/B testing with IBE
- B2B eCommerce guide
- Inspiration corner
- Resources and suggested reading
- Book picks for the month
- Closing thoughts
Turning challenges into opportunities with post-BFCM returns
Returns are a reality after BFCM, but with the right approach, they can become an opportunity to strengthen your customer relationships and drive future sales.
Here’s how to turn the tide in your favor:
Streamline the process - an effective returns process is essential for fostering trust and building customer loyalty, particularly during the post-holiday rush. When customers know they can easily return or exchange items without hassle, they are more likely to make purchases with confidence. This sense of security is crucial during busy shopping seasons, where expectations are high, and stress levels can increase.
What to do:
- If you’re on Shopify, implement tools like Loop Returns to automate workflows and provide real-time tracking.
- Clearly communicate return policies upfront with banners on your site and in confirmation emails.
Upsell during returns - returns present a unique opportunity to engage customers with upselling and cross-selling strategies. To enhance the return experience, consider offering enticing incentives like discounts or complimentary shipping on exchanges rather than processing refunds.
Such an approach not only encourages customers to stay loyal but also increases the likelihood of additional purchases. During the return process, take the opportunity to recommend complementary products that enhance the original purchase. For example, if a customer is exchanging a coat, suggest stylish accessories such as a matching scarf or hat that complete their look.
This tactic adds value to the customer’s shopping experience and helps offset shipping and restocking costs.
Use data to reduce future returns - understanding the reasons behind product returns offers valuable insights. By analyzing return data, you can improve product descriptions, create more accurate sizing guides, and improve product photography, ultimately leading to a better customer experience and increased satisfaction.
What to do:
- Analyze return reasons (e.g., size issues, quality expectations) and adjust your product pages accordingly.
- Incorporate customer feedback into future designs or inventory planning.
Personalized outreach after returns - engaging with customers who return items is crucial because they represent an opportunity for connection and retention. These customers have already interacted with your brand, showing a level of trust, interest, and engagement that can be nurtured. Instead of viewing returns as a loss, consider them as a chance to gather insights and strengthen customer relationships.
What to do:
- Send a follow-up email offering tailored recommendations or special discounts as an incentive to return to your store.
- Offer support in finding a suitable replacement or addressing any concerns they had
- Consider providing incentives, such as discounts or free shipping on future purchases, to encourage them to shop with you again.
Highlight sustainability through storytelling - today’s consumers prioritize eco-friendly options in their purchasing decisions. This shift towards sustainability is driven by a growing awareness of environmental issues and a desire to make positive contributions to the planet. Therefore, your return process is a unique opportunity to showcase your commitment to sustainability, turning what could be a negative experience into one that strengthens your brand.
What to do:
- Promote your efforts to recycle returned items or reduce waste in your return process.
- Offer sustainable return packaging or eliminate the need for extra materials by encouraging customers to reuse the original packaging.
- For returns that involve shipping, partner with carbon-offset programs and communicate how you’re mitigating the environmental impact of transporting returned goods.
By addressing returns strategically, you’ll not only minimize costs but also turn what could be a negative experience into an opportunity to enhance customer loyalty.
Building a future-proof eCom strategy with First-Party data
Regulations like GDPR and CCPA, along with Apple’s restrictions on tracking, are shaping eCommerce towards increased privacy and transparency.
As such, first-party data has emerged as the basis of successful eCommerce strategies. Unlike third-party data like GA4, Adobe Analytics, Meta Business Suite, Crazy Egg, or Quanquast, which is obtained from external tools, first-party data is collected directly from your customers from resources you own. e.g., your website, email newsletter, apps, social media channels, and form fills.
This means it is entirely within your control, making it a reliable and adaptable resource for personalization and growth.
Three reasons why first-party data is essential:
- Customer Insights at your fingertips - first-party data creates a comprehensive picture of your customers, combining browsing habits, purchase history, and engagement patterns. This foundation enables you to craft highly targeted and effective campaigns without relying on external platforms.
- Personalization at scale - personalized storefronts built on first-party data are no longer optional; they’re a must for ambitious brands. Whether it’s tailored product recommendations or dynamic discounts based on browsing behavior, personalization drives conversions and strengthens customer loyalty.
- Future-proofing your business -with third-party cookies becoming obsolete, retailers who prioritize first-party data are better positioned to navigate privacy regulations while maintaining a competitive edge.
First-Party data examples
Although you can use Klayvio to some extent, from my experience, a successful first-party data strategy is better accomplished when using a proper Customer Data Platform (CDP) like Bloomreach Engagement, Twilio Segment, SALESmanago, Insider, and Salesforce CDP. Here are some steps on how to go about it:
- Create smarter segments - move beyond surface-level segmentation and dig into behavioral data to uncover meaningful audience groups. For example:
Frequent buyers - offer early access to sales or loyalty perks to keep them engaged.
First-time shoppers - send personalized onboarding emails showcasing bestsellers or new arrivals they might love.
Cart abandoners - Use tailored follow-up emails with dynamic product images or time-limited discounts to recover lost sales.Leverage tools like Klaviyo to automate these segments and refine messaging over time.
- Personalize the journey across touchpoints - make your data work for you by personalizing every interaction.
Use insights like sizing, preferences, or shopping history to surface relevant products. For example, Eton Shirts uses a dynamic size-based availability.
Use tools like Octane AI to create conversational quizzes that collect data while recommending the perfect products in real-time.
- Post-purchase feedback - collect richer insights after the purchase with tools like Census.
Ask simple, actionable questions - Was this a gift? What occasion was this for?
Use this feedback to customize future campaigns or build out gift-oriented shopping experiences.
- Account-based programs - encourage customers to create accounts by showing the value upfront - like saved preferences, easy reordering, or curated recommendations. Brands like Salomon integrate interests (e.g., specific sports) into accounts to deliver a more personalized experience, inspiring loyalty while gathering deeper data.
- Reimagine your checkout experience - streamline checkout with tools like Shop Pay, Apple Pay, PayPal to not only reduce friction but also collect valuable opt-ins.
Add subtle prompts for data collection at checkout - such as preferences for delivery notifications or interests for personalized offers.
Showcase trust signals to encourage data sharing - like how securely payment details will be stored.
- Make sustainability part of data collection - frame your requests for data as part of an eco-friendly initiative. For example:
Highlight that providing sizing or preferences helps reduce returns, improving your sustainability efforts.
Share this narrative in your communication, aligning your goals with customer values.
The Opportunity:
As Shopify notes, first-party data isn’t just a necessity; it’s the foundation for innovation. By creating a single source of truth for customer information, businesses can integrate data across all tools and channels, enabling efficient marketing, streamlined operations, and a truly personalized shopping experience.
First-party data is the key to not only meeting today’s customer expectations but also shaping the future of your eCommerce success.
Ways to retain clients post the holiday season
Once the holiday shopping rush has passed, one of your main challenges will be to keep those new customers engaged and drive repeat sales.
To foster strong relationships and encourage additional purchases, consider implementing these three effective retention strategies:
New Year starter packs
With the New Year energy, you can capitalize on it by creating themed starter packs that entice post-holiday shoppers to make more purchases. Curate specially priced bundles that cater to specific customer interests and resolutions. Here are some examples:
Fitness bundles - combine popular workout gear, meal prep containers, and fitness apps or guides at a discounted price to attract health-conscious buyers eager to kickstart their fitness journeys.
Example: Beachbody's Challenge Pack
Beachbody offers a comprehensive fitness bundle that includes workout DVDs, nutrition guides, meal prep containers, and access to their fitness app. This package is designed to help customers kickstart their fitness journey in the New Year.
Cooking kits - assemble bundles of your top kitchen gadgets, gourmet ingredients, and recipe cards to appeal to those looking to enhance their culinary skills in the New Year, enticing them to purchase items they might not have considered.
Example: Blue Apron's "Meal Kits for Couples" Bundle
Bundle Blue Apron offers a selection of meal kits that focus on healthy eating, featuring gourmet ingredients and step-by-step recipe cards. These kits are curated to help customers enhance their culinary skills and maintain healthy eating habits in the New Year.
DIY home improvement kits - offer bundles that include paint samples, tools, and project guides for customers looking to refresh their living spaces. These packs can encourage customers to embark on new projects, leading to more sales in related categories.
Example: Home Depot's "DYI Projects and Ideas" Kit
Home Depot offers a bundle that includes essential tools, paint samples, and DIY project guides aimed at customers looking to refresh their living spaces in the New Year. This kit encourages customers to embark on new projects, leading to more sales in related categories.
Promoting these starter packs through your website, targeted email campaigns, and social media channels can create a sense of urgency and value, nudging customers to complete additional transactions.
Post-holiday challenges
One way to solve slow sales after the holidays is by creating engaging, product-focused social media challenges that encourage customers to share their experiences using your items. This not only strengthens brand loyalty but also helps generate user-generated content that can drive sales. Here are some ideas:
- Usage showcase challenge - prompt customers to post photos or videos demonstrating how they’re using the products they bought during the holidays. For example, if you sell beauty products, customers can share transformation stories or makeup looks featuring your items. The best submissions can win vouchers for future purchases, motivating participation and promoting more product visibility.
- New year, new look contest - encourage customers to use your fashion items or accessories to create fresh outfits for the New Year. Participants can share their styles online, showcasing your products prominently. Offer prizes like store discounts or new arrivals, which incentivize them to shop more.
- Review and win contest - motivate customers to leave reviews for their holiday purchases. This can be coupled with a contest where those who submit reviews are entered to win gift cards. Not only does this provide valuable feedback for your business, but it also builds social proof that can influence other potential buyers.
Engagement-focused SMS campaigns
Another way to boost sales after the holidays is to maintain strong communication with your customers by leveraging the immediacy and personal touch of SMS marketing. This approach can drive engagement and significantly boost sales. Here’s how to optimize your SMS strategy:
- Exclusive offers - share promotions and discounts that are only available through SMS. This exclusive access creates a sense of urgency and appreciation among subscribers, encouraging them to make immediate purchases.
- Product tips and how-to guides - provide engaging content through SMS, such as tips for maximizing the use of products purchased during the holidays and linking back to your website or blog where they can discover more related items.
- Event reminders - use SMS to inform customers about upcoming sales events, product launches, or social media challenges. This keeps your brand top-of-mind and encourages them to participate or shop.
By utilizing these three strategies, you can actively engage your customers, enhance their experience with your brand, and drive repeat purchases in the new year. Focusing on customer retention not only strengthens loyalty but also paves the way for sustainable growth and increased sales throughout the year.
Google’s UX playbook for eCommerce
Google’s UX Playbook is still one of the best resources out there for eCommerce. Whether you’re trying to speed up your site, optimize for mobile, or build trust with your customers, this guide has practical tips that can make a big difference. Definitely worth a revisit!
Here are the key takeaways and why they matter:
- Speed is everything
- Simplified navigation
- Mobile optimization
- Clear calls-to-action (CTAs)
- Trust signals
- Checkout experience
Read the full playbook here: Google’s UX Playbook for eCommerce
By aligning your website with these principles, you’ll not only improve your Google rankings but also create a seamless shopping experience that keeps customers coming back.
How to tackle holiday inventory challenges
The holiday season can bring a unique set of challenges for businesses. Supply chain delays, unexpected demand spikes, and shifts in consumer behavior often result in increased stress for retailers. However, with strategic planning and effective tools, it's possible to mitigate these issues and ensure a smoother holiday shopping experience. Here’s a detailed approach to tackling these challenges:
- Real-time stock updates - one of the most critical aspects of managing inventory during the holiday rush is maintaining accurate, real-time stock levels. Optimizing your inventory management tools like ERP or POS can help synchronize data across various sales channels, whether you are selling in-store, online, or through social media. Syncing as often as possible reduces the risk of overselling items and ensures that customers are only able to purchase what is truly available. By monitoring stock levels in real time, you can make timely decisions about restocking popular items and avoid disappointing customers with out-of-stock notifications.
- Pre-order options - for businesses selling highly sought-after items, offering pre-order options can be an effective strategy. This allows customers to reserve popular products even when they're back-ordered and helps manage their expectations regarding delivery times. Communicating clear timelines for when customers can expect their items fosters trust and keeps sales momentum alive. Additionally, it provides you with insights into which products are in high demand, enabling better forecasting and procurement strategies for future inventory needs.
- Upsell alternatives - it’s inevitable that some products may run out of stock due to surging demand. To reduce the impact of lost sales, it is essential to have a strategy in place for upselling alternatives. When a product is unavailable, directly suggesting similar items or bundled packages can not only retain customer interest but also increase average order value. Customize your product recommendations based on customer preferences and purchase history to enhance the shopping experience. By presenting customers with appealing alternatives, you can ensure they leave satisfied, even if they didn't get their first choice.
- Diversifying suppliers - to further ease inventory management during the holiday season, consider diversifying your supplier base. Relying on a single supplier can pose significant risks if they experience delays or issues. By establishing relationships with multiple vendors, you can create a more resilient supply chain that is less prone to disruptions. This strategy also opens up negotiation opportunities for better terms and pricing when sourcing holiday inventory.
- Seasonal promotions and marketing - leverage the holiday season to launch seasonal promotions that can drive sales and create urgency. Highlight popular items in your marketing campaigns, emphasizing their limited availability. Clear communication about stock levels and promotional timelines can enhance customer engagement and encourage timely purchases.
- Regular inventory audits - conducting regular inventory audits throughout the holiday season is essential to maintaining stock accuracy. Monitor sales trends and adjust your inventory ordering based on observed patterns. This proactive approach will help you identify slow-moving items that may need to be discounted, as well as high-demand products that require replenishment.
By implementing these strategies, businesses can address the various inventory challenges posed by the holiday season head-on. With careful planning and effective tools, you can create a seamless shopping experience that satisfies customer needs and drives sales, all while navigating the complexities of holiday inventory management.
Case Study: A/B Testing with IBE
At Shero Commerce, our Head of Marketing, Cande, often reminds us: “Nobody pays attention to conversion rate optimization, but when you do, incredible things happen.” And that’s exactly what happened with IBE.
About IBE - IBE is a trailblazing brand that certifies hairstylists in a one-of-a-kind hair extension method through educational content. Beyond their educational platform, they sell high-quality hair extensions and products on Shopify. Led by an incredible team of smart, driven women, IBE embraced the power of conversion rate optimization (CRO) right from the start.
The challenge - ur goal was to improve the shopping experience on mobile devices to boost conversions. We hypothesized that placing product categories at the top of the homepage would help users find what they needed faster, improving user experience and increasing the conversion rate.
The test - Using Shoplift, our go-to Shopify testing platform, we ran an A/B test on the mobile version of IBE’s store. The platform made setup easy and provided clear, actionable data.
The results After 20 days, the variant homepage with product categories at the top outperformed the original layout by over 15%. This seemingly small change created a significant impact on user experience and conversions.
Why it matters Thanks to IBE’s openness to testing and their commitment to data-driven decisions, they are now entering their BFCM campaign with a store that converts better than ever. This is a perfect example of how small, strategic changes can have a BIG impact.
Key takeaway CRO is key to unlocking your store’s potential. By testing, learning, and optimizing, you can achieve incredible results—just like IBE.
B2B eCommerce guide
Navigating the world of B2B eCommerce can feel overwhelming, but our latest blog post simplifies everything you need to know. From understanding how B2B buyers differ from B2C shoppers to tips on optimizing your store for bulk orders, custom pricing, and seamless integrations, this guide is packed with actionable insights.
Whether you’re starting fresh or looking to scale your B2B operations, this resource will help you stay ahead in the evolving eCommerce landscape. Read the full guide here.
✨ Inspiration corner
This month, we spotlight brands innovating in Q4:
HAUS LABS Foundation PDP is revolutionizing the foundation-buying experience with their Triclone Skin Tech PDP. The shade finder seamlessly integrates metafields to display accurate shade representations across different skin tones, with model photography for each shade variant. This technical implementation demonstrates how metafields can power sophisticated product customization while maintaining fast page load times.
Vacation's Home Page brings playful nostalgia to their holiday shopping experience. Their "Shop the Cabana" feature transforms the traditional collection page into an interactive poolside scene where products are contextually placed. The implementation cleverly uses scroll-triggered animations and maintains solid performance metrics despite the rich visual experience.
Tony’s Chocolonely stood out with their bold transparency and sustainability focus during my November trip to Amsterdam at the NXT:Commerce Summit. Their website showcases the ethical cocoa sourcing journey with full supply chain visibility. After migrating to Shopify, they saved 70–80% of their budget on maintenance, reallocating it to personalization, innovation, and storytelling, thus setting a new standard for aligning values with commerce.
Resources and suggested reading
I know this newsletter is already packed with insights, 😊 so I’m keeping this section short and focused this month. Below are a few curated resources and blog posts we’ve found especially useful, practical reads to help you study beyond what this newsletter covers.
Klaviyo’s Guide to Unlocking First-Party Data - actionable strategies to collect and utilize first-party data, enabling personalized marketing campaigns and improved customer retention.
How Post-Purchase Surveys Drive Growth and Loyalty - how simple surveys can provide powerful insights for customer segmentation, feedback, and enhancing your eCommerce experience.
SMS Marketing Playbook for eCommerce - how to craft effective SMS campaigns to engage customers, reduce cart abandonment, and drive repeat purchases.
Book picks for the month
In the last newsletter, I shared my strategy for making reading a daily habit, and I can’t stress enough how transformative it’s been for me. Reading isn’t just about gaining knowledge; it’s about feeding your mind with new ideas, strategies, and perspectives that spark innovation and meaningful conversations with clients, colleagues, and even friends.
This month, I leaned into books that offered practical frameworks and fresh insights I can apply both at work and in my personal life. Remember, start small, commit to reading just 10 pages a day, and gradually work toward 25. With that, here are three books I read in November:
"Traction: Get a Grip on Your Business" by Gino Wickman - I just reread this classic. While we haven’t officially implemented the Traction EOS (Entrepreneurial Operating System) internally, we’ve adopted and continue to apply many of its principles. From creating accountability within teams to staying laser-focused on priorities, this book is a must-read for any business leader looking for structure and growth strategies.
"Hooked: How to Build Habit-Forming Products" by Nir Eyal - whether you're designing digital tools, customer experiences, or even personal habits, this book breaks down the psychology of habit formation in a simple and actionable way. It’s perfect for anyone looking to create products (or processes) that keep people coming back.
"The Toyota Way" by Jeffrey Liker - as the owner of two Toyotas, a 4Runner and a Tacoma, I’ve always admired Toyota's Kaizen philosophy: small, continuous improvements that lead to significant results over time. This book dives into how Toyota’s principles can be applied to business, from operational efficiency to fostering a culture of innovation. It’s a decent read for anyone who values progress over perfection.
Closing thoughts
As we head deeper into December, now is the time to act on post-BFCM insights. Focus on turning returns into retention opportunities, leveraging first-party data to personalize holiday campaigns, and laying the groundwork for a strong January.
Every small improvement builds a foundation for long-term success.
Warm regards,
Gentian
P.S. I’d love to hear your thoughts— please feel free to comment and share your feedback or ideas for future topics!
