As we hurtle towards the biggest retail event of the year, I knew I couldn't just give you my opinion. You need the insider scoop from the experts who are in the trenches, day in and day out. That's why I sat down with Toby Cumpstay, Shopify's Senior Merchant Success Manager for the APAC region, to get his no-holds-barred advice on how to leverage Black Friday and Cyber Monday to drive serious sales and growth for your retail or e-commerce business.
Toby's been there and done that - he founded and grew a hugely successful retail and e-commerce business before it was acquired. So he knows firsthand the challenges, the strategies, and the opportunities that come with navigating the Q4 madness. In this episode, we dive deep into:

• Proven pre, during, and post-BFCM strategies to maximize your results
• How to reverse-engineer your goals and budgets to avoid getting caught out
• The power of segmenting your customer list and offering tailored promotions
• Innovative "anti-pattern" BFCM campaigns that build brand loyalty (think Patagonia and REI)
• Toby's #1 Shopify app recommendation to boost revenue

If you're ready to dominate this holiday season and set your business up for an incredible 2025, you won't want to miss a single minute of this episode. Strap in, because Toby and I are about to take you behind the scenes of Black Friday and Cyber Monday like never before.

If you're overwhelmed with putting together a BF/CM campaign, this program I created can help you put it all together in a weekend.

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Introduction and Overview of the Podcast 0:02

Toby's Journey into Retail and E-commerce 2:52

Challenges and Decisions in Building the Business 8:35

Scaling the Business and Customer Experience 10:37

Marketing Strategies and Customer Engagement 15:38

Pre, During, and Post Black Friday Strategies 18:23

Reverse Engineering and Customer Acquisition Costs 29:27

Anti-Patterns and Brand Differentiation 33:33

Final Recap and Key Takeaways 40:54

Favorite Shopify App and Closing Remarks 41:21

Full article: https://salenaknight.com/shopifys-insider-secrets-to-crushing-black-friday-cyber-monday-toby-cumpstay/