Reach the fussy shop­pers

Thought­ful cus­tomers need your help in quest to hunt down the per­fect gift

The Western Star - - NEWS BUSINESS -

THE hol­i­day sea­son is here and mar­keters are hop­ing that months and months of plan­ning will pay off – that their mes­sages will reach the right shop­per at the right mo­ment.

Have you pre­pared for in­creas­ingly thought­ful shop­pers?

Thought­ful shop­pers aren’t con­tent with gift cards, or even go­ing off a gift re­cip­i­ent’s wish list. Santa may get a list and check it twice, but these shop­pers go the ex­tra mile to find mem­o­rable, per­son­alised gifts.

WHY IS THIS HAP­PEN­ING?

In our dis­cus­sions with shop­pers, we re­peat­edly came across peo­ple go­ing above and be­yond to find just the right present. In short, they want to be the best gift-giver of the sea­son. It doesn’t come easy. “I want to buy a gift that’s so fit­ting for the per­son that I try so hard. That’s stress­ful,” one per­son said. Or as an­other per­son put it: “I like giv­ing gifts, but I’m not sure I like buy­ing them. I stress my­self out about it.”

But they feel ela­tion when they find it. “I had my nephew’s birth­day the other week and I lit­er­ally searched ‘I don’t know what to buy a kid’ and ‘what to buy a kid’,” an­other per­son told us. “And on there was a scooter I liked and I guess he liked it too. When his mum saw it she was like ‘OMG, you got him THE scooter!’ I was like ‘Yes!’”

THOUGHT­FUL SHOP­PERS’ SEARCH BE­HAV­IOUR

Re­flect­ing this, mo­bile searches for “thought­ful” gifts have grown more than 150 per cent in the past two years. And mo­bile searches for “unique gifts” have grown 110 per cent in the past two years. In 2017, the term “gift” saw the high­est YouTube search in­ter­est in the past five years. And in the past two years, watch time of “hol­i­day shop­ping” videos have in­creased more than four times.

We’re see­ing some very spe­cific searches, with shop­pers hop­ing to find gift ideas based on the in­di­vid­ual they’re shop­ping for. Mo­bile searches for “gifts for ___ lover(s)” have grown by more than 130 per cent in the past two years (for ex­am­ple “baby gifts for mu­sic lovers”). They’re also look­ing for the best gift based not only on the re­cip­i­ent but the giver as well. Think “gifts for dad from big brother”, “gifts for grand­par­ents from grand­chil­dren” or “Christ­mas gifts from kids to mum.” Mo­bile searches for “gifts for ___ from ___” have grown by more than 140 per cent in the past two years.

And, of course, there’s the hard­est per­son of all to buy for – the one who has ev­ery­thing. “I am al­ways search­ing ‘what to buy dad’ and search­ing through lists try­ing to get ideas be­cause it’s re­ally hard,” one per­son told us. “I just don’t feel like he re­ally wants any­thing.” Mo­bile searches for “gifts for” + “has ev­ery­thing” or “wants noth­ing” have grown by more than 230 per cent over the past two years. Ex­am­ples in­clude “gift for three-year-old boy who has ev­ery­thing”, “Christ­mas gift ideas for hus­band who has ev­ery­thing”, and “gifts for the woman who wants noth­ing”.

HOW YOU CAN OF­FER SHOP­PING AS­SIS­TANCE

Clearly, peo­ple are in­creas­ingly look­ing for help to find those spe­cial gifts.

Whether they end up buy­ing in stores or on­line, 66 per cent of all hol­i­day shop­ping last sea­son was planned be­fore pur­chase. In other words, peo­ple aren’t sim­ply walk­ing into stores and mak­ing spon­ta­neous de­ci­sions.

And 57 per cent of shop­pers say they look for help­ful rec­om­men­da­tions or sug­ges­tions for gifts.

Here are five shop­ping as­sis­tance tips to reach hol­i­day shop­pers on the hunt for the per­fect gift:

Con­sider high­light­ing the joy and fun of gift­ing, rather than fo­cus­ing purely on the pro­mo­tional. Tap into the sense of vic­tory that comes from giv­ing the per­fect gift.

Cre­ate cu­rated gift lists for dads, dog lovers or the per­son who has ev­ery­thing.

Make sure your gift-re­lated con­tent lives be­yond your site and can con­nect with shop­pers as they search, watch and get in­spired across the web.

Sur­face your fastest mov­ing hol­i­day cat­e­gories in giftre­lated searches.

Reach gift-buy­ers when they are out shop­ping and drive them to your store us­ing lo­cal cam­paigns, mo­bile, bid by dis­tance etc.

Keep in mind that shop­pers on the hunt for the right gift are open to try­ing new re­tail­ers if it will help them in their quest.

Ul­ti­mately, the de­ci­sion on where to buy these thought­ful gifts will come down to the re­tail­ers that can pro­vide them with the best ideas and also ful­fil their needs for con­ve­nience and speed dur­ing the hol­i­day sea­son.

Photo: Stock

GIFT GIVER: These shop­pers go the ex­tra mile to find mem­o­rable, per­son­alised gifts.

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