Consumers opt for digital gifting to ensure receiver satisfaction
Implications - No longer content with taking a shot in the dark when it comes to gift-giving, consumers are relying on apps and websites that leverage social sharing and big data to find the perfect gift. These new-world gifting measures suggest that consumers are no longer leaving things up to chance, but using the digital sphere to make more targeted purchasing decisions and ensure greater satisfaction.
Workshop Question - How can your brand leverage big data and customization to better surprise and delight your consumers?
Trend Themes
1. Targeted Gifting - Consumers rely on apps and websites that leverage social sharing and big data to find the perfect gift.
2. Customizable Retail Gifts - Shapeways x Target's 3D-Printed Gifts Provide Personalization
3. Recipient-focused Gifting Services - Loop Commerce E-Gift Service Leaves the Extreme Details Out
Industry Implications
1. E-commerce - Emergence of a new breed of e-commerce platforms that cater to personalized and recipient-focused gifting services.
2. Gift Retailing - Retailers are collaborating with tech companies and using emerging technologies to provide targeted and personalized gifting experiences.
3. Digital Marketing - Marketing strategies are being refocused on location-based marketing to improve the specificity of recommendations and better leverage consumer data.
