Or maybe they’re energized by the holiday spirit and feeling of community as shoppers rub shoulders and other body parts with others who are also out on gift shopping missions. Last month, international marketing consultants Millward Brown reported that among shoppers who prefer brick-and-mortar (B&M) gift shopping to online, 42% said it was because of the store atmosphere during the holidays.
When we peel away those situational factors, we’ll see the components of the gifting process, regardless of month. Researchers at University of Florida used the lens of anthropology to describe these three stages:
- Gestation. What motivates the gift shopper? At Christmas, it may be a sense of obligation or a desire to avoid embarrassment if someone gives a gift and you don’t have one in exchange. The salesperson might ask, “Have I helped you find gifts for all the people on your list, plus a few items for the unexpected gift giving?” At the other extreme is the motivation of selfless love. When you sense this, help the shopper focus as much on what the gift giver wants to communicate as on what the gift recipient likes. According to the Millward Brown research, the act of coming to the store in itself shows love. About 22% of the respondents who prefer B&M gift shopping said they believe that the act of personally going to a store adds value to the gift.
- Presentation. You, the retailer, may not be right there at the time the gift is presented. Your role is in the preparation. The anthropological perspective finds that admiring the gift wrapping and the unwrapping of the gift can be significant components of the ritual. Consider offering gift wrapping as a value-added service.
- Reformulation. Maybe the recipient doesn’t like the gift. At worst, this can cause the recipient to be sad or angry. Make returns easy so the negative feelings aren’t diverted to your store.
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Personalize the Shopping Experience
Simplify Item Returns for Customers
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