"There's little room for guesswork in digital commerce. Nowhere is that more apparent than during Black Friday and Cyber Monday (BFCM), the annual battleground where consumer intent meets brand execution at full throttle. This year, the ability to capitalize hinges on how well companies use identity, AI and behavior to trigger the right engagement at exactly the right time. I'm talking about redefining what performance means in a landscape where attention is scarce, prices are politicized and shoppers are driven by data over impulse."
"The Loyalty Cliff Is Real (And Steep) Let's start with the macro shift. As tariff uncertainty and inflation threaten to increase consumer prices across the board, Americans are becoming increasingly price sensitive, meaning they're more open to switching brands for a better price. Behaviorally, that means more abandoned carts and delayed purchases until major sale windows. Translation? Loyalty has a shelf life. And in this economic climate, value wins."
Black Friday and Cyber Monday performance depends on precise use of identity, AI and behavior to trigger timely, relevant engagement. Attention is scarce, prices are politicized, and shoppers prioritize data over impulse. Discount-heavy, one-size-fits-all campaigns underperform and erode potential revenue. Inflation and tariff uncertainty increase price sensitivity, driving consumers to comparison shop, bookmark items and wait for major sale windows. Loyalty is diminishing as shoppers behave more analytically, resembling older cohorts in browsing habits. Brands must offer transparent, exclusive and personalized value exchanges to retain customers and avoid being silently abandoned. Many brands still commit avoidable mistakes that harm BFCM outcomes.
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