Retail, in the eyes of the everyday customer

new ideas and thoughts about the online retail world

Gift Shoppers Are Different

with 4 comments

Most eTailers recognize gift shoppers are an important segment. We serve this group by creating ‘gift guide’ sections with a bunch of products. But by creating a self-serve environment etailers are leaving a lot of money on the table.

Here is a screenshot from the gift buying section on Macys.com:

Macy’s gifts for her

Clicking the BEAUTY link takes shoppers to the page shown below…

Macy’s - gifts for her inner page

As someone shopping for my girlfriend this page does nothing for me.

To get a bigger share of wallet we need to first develop a better understanding of gift shoppers. Here is my take:

- Gift shoppers are buying for SOMEONE else
– Gift shoppers possibly know less about your products than your core audience
– Gift shoppers have a budget but are not bargain hunters
– Gift shoppers buy more infrequently but consistently (like once a year)

As one looks at this list few ideas emerge:

- Since gift shoppers are not buying for themselves a ‘top seller’ lists could help them drill-down (e.g.: ‘top ‘07 sellers for her’ etc)

- Since gift shoppers know little about your products rich editorial content could help them navigate the labyrinth of choice

- Gift shoppers have a budget so give them budget categories (‘more than $30’, ‘less than $75’, ‘do you really love her that much?’ etc)

- Add gift shoppers to your email list and send them reminders a few weeks before annual events

Written by betterretail

December 11, 2007 at 4:19 pm

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4 Responses

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  1. [...] merchandising tip Gift shoppers are different. They just want to buy popular products. So when you lead your gift buying audience to your gift [...]

  2. [...] I’ve said before (here and here) , every marketer at an ecommerce site must spend time thinking up clever top 10 lists.  You can [...]

  3. Well done.

    David Jacques-Louis

    February 26, 2008 at 6:15 pm

  4. [...] articles: Our top 10 most desired items, Gift shoppers are different, Top sellers, Top seller lists This entry was written by betterretail and posted on April 30, [...]


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