BFCM Optimisation Tips for Marketers | From Prep to Performance. with Vegas Poh

BFCM planning doesn’t stop once your campaigns go live. In the final episode of the BFCM Coffee Series 2026, Vegas Poh, CRM & Lifecycle Lead at City Beach, joins Amy Lowther to share how his team prepares for peak, what they test before launch and why staying reactive matters once the numbers start rolling in. They cover practical ways to improve BFCM campaign performance, including: → reviewing last year’s results and carrying the right learnings forward → cleaning customer data before peak → widening and refining segmentation for BFCM → re-engaging seasonal shoppers before the sale period → testing SMS messaging, timing and personalisation → using SMS in high-intent automation journeys → coordinating SMS, email and app activity → monitoring live performance and adjusting campaigns as peak unfolds Vegas’ key takeaway: a solid BFCM plan is only the starting point. Watch what customers are doing, learn from the numbers and be ready to change course when the data tells you to. ☕ Short, practical BFCM advice for marketers optimising for peak season. – Missed the previous episodes? Catch up on the full BFCM Coffee Series before peak kicks into full gear. #BFCM2026 #LifecycleMarketing #MarketingAutomation