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Does Black Friday Create Loyal Customers – or Just Expensive One-Time Buyers?

Every year, retailers invest huge budgets into Black Friday and Cyber Monday (BFCM) campaigns, offering steep discounts to drive a surge of sales. But as the dust settles in January, one question always lingers: do these seasonal promotions actually build long-term customer loyalty, or are they just an expensive way to buy short-term attention? 

In 2024, the UK retail saw some clear, positive shifts. Payment data revealed transactions over Black Friday weekend were up nearly 10% year-on-year, and online sales during “Black November” increased by around 3% compared with 2023. Fashion in particular performed well, with December clothing volumes growing 4.4% year-on-year.  

But behind the headlines, a familiar challenge remains, customers acquired during BFCM often show lower lifetime value (LTV) than those acquired at other times of the year. Thes shoppers tend to be more price-driven than brand-driven – leaving retailers with the challenge of turning bargain hunters into repeat, loyal customers.

Turning Black Friday Buyers Into Loyal Customers 

So how can retailers retain the customers they worked so hard (and spent so much) to acquire during Black Friday and Cyber Monday? 

The good news is that many of these shoppers can become loyal customers – if brands have the right retention strategies in place. For example, analysis has indicated that loyalty programme enrolments can jump over 100% BFCM compared to a typical weekend. This proves that peak trading periods aren’t just about discounts: they’re also prime opportunities to build lasting relationships. 

But here’s the catch: while 80% of UK shoppers are members of at least one loyalty programme, fewer than half use them actively. Simply signing a customer up isn’t enough; the real challenge is to keep them engaged. 

Beyond Discounts: Building Engagement and Advocacy 

For retailers and fashion brands, the focus needs to shift from transactional loyalty to emotional loyalty – from rewarding spend to building advocacy. That means using loyalty programmes not as coupon books, but as a platform to: 

  • Personalise experiences: Surveys show that around a quarter of UK consumers say they feel more loyal to brands that personalise their Black Friday marketing. Relevant product recommendations, targeted rewards, and tailored content are all crucial to turning one-time buyers into repeat spenders.
  • Surprise and delight: Incentives don’t always need to be discounts. Early access to collections, exclusive events, or gamified rewards can excite customers and build emotional connection.
  • Build brand advocacy: Encourage customers to become part of the brand story – through social sharing, reviews, referrals, and community engagement. Advocacy builds a stickiness that discounts alone cannot achieve.

The reality is that customers acquired through discount-driven campaigns may start with a weaker brand connection. But with the right mix of personalisation, loyalty mechanics and emotional engagement, retailers can still nurture them into long-term advocates who return far beyond Cyber Week. 

Where to Go From Here 

Discounts may capture attention, but loyalty builds longevity. The brands that thrive beyond this year’s peak period won’t just count how many orders they captured during Black Friday – they’ll measure how many of those customers are still active months later. 

 

To dive deeper into how brands can build advocacy and emotional loyalty in the digital age, download our latest whitepaper

 

 

Sources:  

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Between the posts: What Football Taught Me About Employee Engagement

Earlier in my life, I spent countless hours between the posts as a goalkeeper, dreaming of becoming a professional footballer. That dream didn’t quite materialise, but I was fortunate to enjoy playing the game at a decent level for many years. 

Football back then wasn’t glamorous. Training twice a week in the evenings, often on muddy pitches in wind, rain and cold was tough, but it was a huge part of my life. 

Looking back, those years taught me some of my most valuable lessons about people, teamwork and what we now call employee engagement. 

Discipline

Football demanded discipline. Showing up for training, pushing through pre-season pain, following tactics and picking yourself up quickly after a poor result or performance. The same consistency is essential in the workplace. Employees engage more when leaders create an environment where people understand the vision, know what’s expected and trust that standards are applied fairly. Consistency builds trust and trust fuels engagement.  

Teamwork

As a goalkeeper, you can’t win a match on your own. I relied on defenders to protect me, midfielders to dictate play and forwards to score most of the goals. Every role mattered, even if it wasn’t in the spotlight. Engagement in the workplace works the same way: it flourishes when people feel their contribution is valued and can see how their work connects to a shared purpose. If even one part of the team feels isolated or undervalued, overall performance can suffer. 

Voice

It wasn’t just about making saves and keeping the ball out of the net. From my position on the pitch, I had a unique view of the game. I could see the runs opponents were making or the space our defenders were leaving open. It was my job to communicate, guide and keep the team alert, sometimes making the difference between winning and losing. The same applies at work: the people closest to the action often see the risks or opportunities first. The best leaders listen, involve and empower their people to speak up. 

Leadership

One thing that really stayed with me was the impact of the manager, coaches and captain. It wasn’t just about setting the tactics, they inspired us to be our best, encouraged every player and led by example. Watching how they motivated the team showed me that engagement is contagious. When people feel supported, respected and guided by someone they trust, they step up, take ownership and deliver their best. 

As my career progressed, these lessons stayed with me. I helped set up employee-led teams who took the initiative to identify and solve their own challenges. Seeing people take ownership, bring energy to ideas, deliver solutions and grow their skills reminded me of those moments on the pitch when everything clicked and everyone played their part. 

 

 

For me, employee engagement has never been about a programme or a survey. It’s about creating the conditions where people feel valued, supported and challenged; where they care about the mission and understand their role in achieving it. Just like in football, engagement doesn’t guarantee victory, but it gives the team the best chance to succeed. 

That’s why I’m still so passionate about employee engagement and the impact it can have on the world of work. Whether on the pitch or in an organisation, success comes when people are involved, committed and inspired to play their part. 

What lessons have you learned from sport or other interests outside work that have shaped how you create an effective working environment? 

 

 Looking to transform your employee engagement strategy?

Download our detailed report or speak to our team

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Turn Shoppers into Brand Advocates: Seven Customer Engagement Strategies That Deliver Results

In Retail, Experience Is Everything

Let’s be honest: products can be copied. Prices can be undercut. But the one thing no competitor can replicate? The relationship you build with your customer.   

In 2025, customer engagement isn’t a “nice-to-have”, it’s your growth engine. The most successful brands are the ones who connect, listen, and show up for their customers, consistently.  

So if you’re still thinking in terms of transactions, it’s time to shift the mindset. This isn’t about selling more; it’s about building a brand people believe in.  

“Engaged customers drive 51% more revenue and spend 23% more over their lifetime”. (Gallup)

Why Engagement Pays Off

 

 

7 Strategies to Strengthen Customer Engagement

 

1. Personalise the customer experience 

Customers expect personalised, relevant communications. Leverage customer data to tailor product recommendations, content and messaging across all channels.  

Done well, personalisation makes the customer feel understood, valued and more likely to return. 

 

2. Design a loyalty programme that goes beyond points

Modern loyalty programmes must deliver more than discounts. Think exclusive rewards, early access, VIP events, and experiential benefits that create emotional value. 

A smart loyalty programme also provides valuable behavioural data that can inform wider engagement strategies. 

 

3. Make social media a dialogue

Social platforms are an ideal space for two-way communication. Use them to build relationships, not just promote products. 

Encourage customer interaction through polls, questions, live Q&As, and user-generated content. Acknowledge comments and feedback promptly and authentically. 

4. Use technology to enhance (not replace) the experience

Digital tools can transform the customer journey. Examples include: 

  • Virtual try-ons and augmented reality
  • In-store tablets and interactive displays
  • Personalised mobile apps
  • Gamified loyalty experiences

These tools should bridge the physical and digital experience, offering convenience, consistency, and deeper engagement. 

 

5. Empower customer service to build loyalty

Customer service is often the most human part of your brand, and it matters deeply. 

Train teams to respond quickly, empathetically, and consistently across channels. A well-handled issue can often build more trust than a routine transaction. 

 

6. Transform retail spaces into experiences 

Physical retail is still vital, but it must evolve. Consumers expect more than shelves and checkouts. 

Create spaces that tell your brand story, invite discovery, and offer immersive experiences. Host events, workshops or product demonstrations. Make your store a destination, not just a location.

 

7. Refine email marketing with value and segmentation 

Email remains one of the highest-performing engagement channels, when done right. 

Use segmentation to deliver relevant, timely and personalised content. Focus on delivering value, whether that’s exclusive access, helpful insights or tailored offers, rather than simply driving sales.

 

Small Steps, Significant Gains

Customer engagement isn’t a one-off campaign; it’s a long-term mindset. Start with one or two of the strategies above and build from there. 

The brands that win in modern retail are those that connect emotionally, not just commercially. When customers feel recognised and valued, they stay loyal, and they spread the word. 

 

Looking to transform your customer engagement strategy?

Download our detailed report or speak to our team

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Employee Experience: The Overlooked Driver of Customer Experience

When we talk about delivering an exceptional customer experience, the focus often lands on technology, processes, or marketing. But there’s a powerful factor working behind the scenes that’s too often overlooked: the employee experience. 

At Retail Street Talent, we spoke with professionals from across the industry about this vital connection, and the message was clear: What your people experience on the inside is exactly what your customers feel on the outside. 

When employees feel valued, heard, and aligned with a company’s purpose, it shows in every interaction. It’s not just about short-term engagement, it’s about building a culture that inspires, supports, and connects. 

Motivated teams aren’t built through perks alone, but through meaningful work environments that people believe in. 

In our video, you’ll hear directly from those living it day to day, honest insights from brands that understand the real link between internal culture and external impact. 

How does the employee experience impact the customer experience?

What can companies do to motivate their employees?

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Driving Business Growth through Employee Engagement

Stronger teams. Better outcomes. Sustainable success.

Current Workforce Trends:
Did You Know?

These trends highlight a clear challenge, but the good news is, they can be turned around.

By improving the employee experience, companies can foster a more engaged workforce, leading to better results and stronger performance.

So, what drives Employee Engagement?

Employees are most engaged when they have:

 

When these needs are met, employees are more likely to stay motivated, committed, and contribute at a higher level.

The Impact of Engaged Employees

Engaged employees don’t just contribute, they create real, measurable results.

Key benefits of engagement are: 

 

 

Digital Solutions to enhance engagement

Digital tools are key in improving engagement by creating personalised experiences that are relevant, valuable and impactful

Yet, only 16% of companies are using technology to enhance engagement.

How digital solutions make a difference:  

  • Data-driven insights: Track engagement trends and resolve issues proactively.
  • Recognition platforms: Regularly acknowledge employee efforts, increasing loyalty and motivation.
  • Real-time feedback & tailored learning paths: Address employee needs and support continuous growth.

 

By leveraging digital platforms for continuous feedback, rewards, and personalised development, organisations can create more effective engagement experiences. These tools not only recognise achievements but also ensure that employees feel valued, supported, and motivated in their roles every day.

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Loyal Customers Start with Engaged Employees

Employee engagement isn’t just about creating a positive work culture, it’s about creating a deep emotional attachment between the employees and their work, their colleagues and their organisation. When employees genuinely care for the company mission, feel a sense of purpose in their role and are invested in the organisation’s success they provide better service, engage meaningfully with customers and contribute to a successful brand. Ultimately, this bond directly impacts customer satisfaction, loyalty and business success. 

The Link Between Employee Engagement and Customer Satisfaction

A study by Harvard Business Review found that for every one-star improvement in a company’s Glassdoor score, there was a corresponding 1.3-point improvement in its customer satisfaction score. This clearly indicates that companies investing in the engagement of their employees will see a direct benefit in how customer perceive and interact with them.  

 

 

When employees feel valued, they bring that positivity into their customer interactions. They are more likely to engage in friendly conversations, go the extra mile to help customers and resolve issues quickly. This exceptional service leaves customers satisfied and increases the likelihood that they will return or even recommend the company to their network.  

The Cycle of Engagement: Employees, Customers and Growth

 

 

The more engaged and fulfilled employees are in their work, the more motivated they will be to perform at their best. Engaged employees don’t just complete tasks; they bring enthusiasm, creativity and problem-solving abilities that enhance customer experience. This cycle of engagement drives growth:  

  1. Engaged Employees – Employees who are engaged are more productive, committed, creative and loyal.  
  2. Better Customer Interactions – Engaged employees provide outstanding service, making customers feel valued and heard. 
  3. Satisfied Customers – Positive interactions lead to higher customer satisfaction, increased trust and stronger brand loyalty. 
  4. Business Growth – Satisfied customers return, refer others and contribute to higher profitability.  

A Gallup report highlights that companies in the top quartile of employee engagement experience 23% higher profitability, 18% higher productivity and 10% increased customer ratings compared to those in the bottom quartile.  

Engaged Employees as Brand Ambassadors

Beyond direct customer interactions, engaged employees also serve as brand ambassadors. They naturally embody the company’s values, promoting its products and services to their own networks. According to a Nielsen study, 84% of customers trust recommendations from friends, family, and colleagues. Engaged employees who are satisfied with their work environment are more likely to recommend their company’s offerings, contributing to positive word-of-mouth marketing and customer retention.  

The Financial Impact of Employee Engagement

Investing in employee engagement isn’t just about morale – it delivers tangible financial benefits. A survey revealed that companies with happier employees earned 147% more per share than their competitors. Another Gallup study found that organisations in the top quartile of engagement have shown up to 4x greater earnings-per-share growth compared to their competitors. This demonstrates that companies prioritising employee satisfaction ultimately outperform those that don’t.  

Creating a Culture of Engagement 

To foster employee engagement and, in turn, drive customer satisfaction, businesses should focus on:  

  • Recognition and Rewards: Regularly acknowledge employees for their contributions and efforts.  
  • Career Development: Provide opportunities for learning, growth and advancement.  
  • Open Communication: Encourage transparency and feedback from employees.  
  • Purpose : Aligning work with meaningful organisational goals and values that resonate with employees. 

As Simon Sinek said,

 “Customers will never love a company until the employees love it first.”

Prioritising employee engagement creates a ripple effect that leads to greater customer satisfaction, brand loyalty and long-term business success. 

Conclusion 

The evidence is clear: businesses that invest in their employees see a direct, positive impact on customer engagement and financial performance. Engaged employees create loyal customers and loyal customers drive sustainable growth. By fostering a workplace culture that values and supports employees, companies can create a powerful cycle of success, one where everyone, from employees to customers to shareholders, benefits. 

 

This article was developed in collaboration with Matt Charles, CEO & Founder of Paramount Sales. 

 

References:

Brim, B. J., & Robison, J. (2019, May 2). How a focus on people’s strengths increases their work engagement. Gallup. Available at : www.gallup.com

Harter, J. (2019, August 14). The key to happy customers: Happy employees. Harvard Business Review. Available at: www.hbr.org

Harter, J. K. (2013, June 20). Employee engagement drives growth. Gallup. Available at: www.gallup.com

HR Future. (2023, January 18). The link between happy employees and happy customers. Available at : www.hrfuture.net

Nielsen. (2013, September). Under the influence: Consumer trust in advertising. Nielsen. Available at: www.nielsen.com

 

 

Did you find this interesting?

Learn how engaging your employees can transform your business. Access our detailed report with key data and strategies to empower your team in every step of their journey.

“Engaged Employees = Business Success. How to make the Employee Journey count” 

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Retail Master Sumit 2025: Driving emotional engagement 

What if we all focussed on loyalty and customer engagement as an emotional relationship, and not as something based solely around a transaction?  💬

In a keynote speech at the Retail Masters Summit in Madrid, we shared thoughts on how the industry is evolving and took away a lot of reflections from the different perspectives, experiences and challenges that leading retailers discussed. 

Despite the fierce competitive environment, geopolitical and economic uncertainty, and a consumer population saturated with offers or discounts, we are even more convinced that the real key lies not just in the quantity of members who may initially sign up to a loyalty programme or to receive a newsletter, but in the quality and value of the engagement that is achieved, maintained and developed with them. 

For us, loyalty is not just about rewarding a transaction. It is about consistently building relevance, value, empathy, trust and emotion.

During his presentation, our CEO Antony Jones talked about how we support over 100 million secure loyalty interactions across the globe, integrating physical and digital channels in real time to create fluid, personalised and meaningful experiences for the customer. Transactions obviously matter as outcomes for all brands, but even more important, at a time of tightening margins, is what they can represent: the development of authentic, valuable and sustainable customer relationships.

The real challenge is not just to capture, but to maintain, develop and strengthen the value of each customer interaction. Speaking their language, recognizing them as an individual, and building connections and value that really matter. Technology has a critical role to play in building this customer experience, but we also believe passionately in it as an enabler of human potential and employee engagement to optimise that very experience. 

Thank you to everyone who came to listen, discuss and share. We take away much more than a great day meeting, listening to and understanding the amazing professionals from this fantastic sector: we take inspiration to continue developing what we do every day.  

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Meet Motivait: Federica

With Meet Motivait we want to show what makes us special: our people. Meet Federica, one of our UX & Creative Designers who joined the team in December 2024. Federica has a knack for solving challenges with creativity and a collaborative spirit, always finding ways to turn ideas into something meaningful. Outside of work, she’s happiest with a coffee in hand, exploring beautiful architecture and getting lost in art exhibitions. Her teammates describe her as approachable and adaptable, someone who makes every coffee break better. She’s the kind of colleague who brings energy and warmth to everything she does. 

Name

Federica

Role

UX & Creative Designer

When did you join Motivait?

December 2024

Describe what you do in a few words:

Creatively solve needs and problems through design.

What part of your job do you love the most?

The process of thinking and refining ideas by blending the perspectives of the team to create something amazing.

What do you like to do outside of work?

I enjoy grabbing a coffee and appreciating beautiful things, whether it’s strolling through a city to admire the architecture or visiting an art exhibition. My guilty pleasure is definitely playing The Sims.

What is the best career advice you’ve ever received?

Creativity flourishes at its best when shaped by diverse perspectives.

If Federica’s colleagues could describe her in a few words, they would say:

“Perceptive and insightful, warm and supportive to everyone around her, a wireframe whiz!”

“Friendly, adaptable, and the ultimate coffee buddy”

“Committed, detail oriented, creative”

 

 

Get in touch with our team

 

 

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Meet Motivait: Amina

With Meet Motivait we want to show what makes us special: our people. Meet Amina, one of our UX & Creative Designers who joined the team in December 2024. Amina is a dynamic force in our creative team, driven by curiosity and an eagerness to innovate. With her passion for designing new proposals and exploring fresh ideas, she thrives in an environment where creativity knows no bounds. When she’s not busy crafting impactful user experiences, Amina enjoys staying active with runs, gym sessions, and discovering all that Madrid has to offer. Her colleagues describe her as incredibly creative, enthusiastic, and always ready to tackle any challenge with a positive, hardworking attitude.

Name

Amina Aránega Segura

Role

UX & Creative Designer

When did you join Motivait?

December 2024

Describe what you do in a few words:

Think, research, try, innovate and create.

What part of your job do you love the most?

Working on new proposals! Sometimes, clients’ briefs are a bit too vague because they’re unsure of what they want. However, this uncertainty gives us the freedom to design, explore, and create with almost no constraints, making the process incredibly rewarding!

What do you like to do outside of work?

As someone who’s very organized and easily gets bored, I always find ways to stay busy. During the week, I enjoy reading, going to the gym or for a run. On weekends, when I have more free time, I love meeting up with friends (and annoy them by snapping 200 photos of us) and exploring Madrid, since I recently moved here.

What is the best career advice you’ve ever received?

Remember: you work to live, not live to work.

If Amina’s colleagues could describe her in a few words, they would say:

“Incredibly creative, hard worker and passionate for what she does”

“Enthusiastic, exceptionally creative, and curious”

“Whimsical, imaginative, optimistic”

 

 

Get in touch with our team

 

 

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Motivait collaborates with InfoRETAIL to drive growth in the sector

On November 14th, the 3rd Annual “Mass Consumption and Retail” Conference, organized by Revista infoRETAIL was held at the Eurostars Madrid Tower Hotel. The event focused on key trends shaping the future of the sector, including advancements in artificial intelligence and the growing importance of emotional loyalty.

Our participation offered a valuable opportunity to engage with attendees, sharing perspectives on the latest trends and the current state of the retail industry in Spain. Together, we explored strategies to address emerging challenges and discussed the tools available to drive growth and adapt to the evolving behaviors of employees and consumers alike.

Motivait at InfoRetail 2024 Motivait at InfoRetail 2024

Our CEO, Antony Jones, emphasized the critical role of emotional connections in fostering deeper customer engagement and long-term loyalty. He also highlighted the importance of empowering employees by enhancing their motivation, engagement, and performance, while prioritising the retention of top talent—a vital asset for any retail business.

Furthermore, he explored how digital solutions can help brands build value-driven relationships, rooted in emotion and delivered through memorable experiences that amplify brand growth and customer affinity.

We thank Jesús Lozano and the entire InfoRETAIL and Ágora teams for delivering an exceptional event. It provided a great opportunity to exchange ideas and connect with professionals who, like Motivait, are leading the transformation of the sector.

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Motivait



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Newcastle
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+44 191 495 7340

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