November 1, 2010
Gilt Groupe highlights experience gifts to drive holiday strategy
“A dedicated holiday gift store makes sense for Gilt because they have a loyal following, but can leverage it even further by emphasizing it separately to capitalize upon the spirit of the holiday season,” said Dawn Trenson, director at FitForCommerce, Short Hills, NJ.
Ecommerce should play a major role in luxury holiday strategies this year, according to several industry experts (see story).
Best practices for brands and retailers looking to make the most of year’s end are to pay keen attention to selection, service, gift messaging, gift wrapping and ease-of-use, according to Ms. Trenson.
Additionally, online retailers need to make sure to provide a generous return policy.
“It’s probably more of an operational to-do, but having a customer-friendly policy — and giving it visibility — can actually be a conversion booster,” Ms. Trenson said.
“For example, instead of just offering merchandise credit, retailers need to offer full refunds because shoppers are less likely to buy gifts that are not returnable,” she said.
“While offering full refunds may mean less net sales, the holiday season is a great opportunity to build expanded loyalty and brand awareness with new customers who are the gift recipients.”
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