Most of the retailers only target gift services during special seasons like the holiday season or back-to-school season, and for occasions like Valentine’s Day or the Fourth of July. Retailers try to make most of their sales during these periods and their marketing strategies are targeted as such. Sometimes they do not offer gift services during the regular shopping time period to cut down costs.
However, an equal number of retailers offer both – gifts during season and non-seasonal times. As a retailer you need to decide whether your products have the flexibility to offer gift services.
Loyal shoppers and new customers should be placed on a customer relationship platform that drives genuine satisfaction and loyalty for effective gift services. This injects brand and product exposure with equal measure. Some of the standard suggestions to consider are:
- Smart engagement strategies should be exercised by marketers when awarding gift services to high-value long-term customers and low-potential shoppers. Existing loyal customers should be rewarded to attain a higher percentage from them. Low-potential shoppers should be based on number of items or total cost which ever is higher and rewarded accordingly.
- Promise what you can deliver. With the increasing number of retailers offering types of gift services, marketers should view customers as highly influential, individual brand ambassadors, in which their word-of-mouth increases your market share. For this you should ensure that the services your site promises to deliver are accurate and rewarding. This leaves customers satisfied and increases the likelihood they will come back for more or send referrals to friends and family.
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