GXM 101 for Marketers in the “New Normal”

Executive Overview: As marketers look out into the remainder of 2021 and beyond, they’re pulled in two directions—the pressure to find new and innovative ways to attract customers in an increasingly digital world, and the harsh budgetary reality that they can’t afford to gamble on solutions that might not pay off.

Marketing in the “New Normal”

As the pandemic wreaked havoc on nearly every aspect of retail and restaurants over the last year plus, it’s no surprise that the falling dominoes eventually knocked down marketing budgets with 65% of CMOs saying they were preparing for budget cuts*. At the same time, the last year has shown us that online shopping could become more and more the new normal as e-commerce grew 44%**.

As marketers look out into the remainder of 2021 and beyond, they’re pulled in two directions—the pressure to find new and innovative ways to attract customers in an increasingly digital world, and the harsh budgetary reality that they can’t afford to gamble on solutions that might not pay off.

GiftNow’s Gift Experience Management (GXM) Platform is poised to help marketers navigate this tricky new world—offering an innovative way of attracting new customers, without breaking the bank.

Here are some ways that GiftNow can help marketers make the second half of 2021 and beyond better.

Attract New Customers
GiftNow can help marketers attract more customers by helping to remove common barriers that keep people from buying gifts. Potential customers no longer need to know a shipping address to send someone a gift—recipients enter it themselves. And since gifts are delivered digitally before the physical product ships, there’s new opportunity for marketers to go after last-minute shoppers who otherwise might not have a way to purchase a gift in time.

Plus, by tailoring the online shopping journey to gift buyers, you can connect with new demographics; for example, a man who doesn’t usually shop for jewelry or shoes might purchase these items using GiftNow. These shoppers can purchase without anxiety about choosing the right thing, knowing their recipient can modify or exchange their gift before it ships.

And with GiftNow, every transaction connects you with two customers (the buyer and the recipient) instead of just one. This can give you more chances to build brand awareness and loyalty and delight potential customers with gifting experiences. And if a gift recipient wants to make an exchange? Suddenly, they’re shopping on your e-commerce site.

Make More Products Giftable
Traditionally, there are certain items that can be just plain difficult to give as gifts (jewelry or shoes for example). With GiftNow, the range of giftable products expands. Shoes, clothes, home decor—it’s all giftable, since shoppers can purchase without knowing their recipient’s size or color preferences. With digital delivery, recipients can easily select their size and style (or instantly swap the gift for something they like better). This liberates gift givers from narrow constraints and opens up a world of possibilities—and gives marketers a powerful story to tell.

Run Innovative Promo Campaigns
While marketers often use discounts to promote their products, these campaigns can lead to lost equity and may deliver minimal opportunity to build the brand. With GiftNow, marketing leaders can rev up their gift card programs and run innovative promotional campaigns, without those downsides.

For example, say you use GiftNow to run a BOGO campaign where customers can buy a $100 digital gift card for someone and get an additional $20 one for free. That $20 gift card can serve as a cart-starter, encouraging recipients to shop—generating more revenue. You’ve got a chance to attract customers without discounting products.

What’s more, GiftNow’s digital gift card delivery experiences offer marketers a unique way to boost brand awareness and excitement—with holiday-themed unboxing, personalized video message capabilities, fully branded experiences and more.

For marketing leaders looking for innovative ways to attract new customers in an increasingly digital world, GiftNow offers a unique solution. Getting started is easy. It can take as little as four weeks to get up and running with GiftNow, and implementation requires minimal resources from your IT team. 

Jenn Muller is the CMO for GiftNow

*Gartner Press Release, March 31, 2020
**DigitalCommerce360 – US E-commerce grows 44% in 2020 – January 29, 2021.

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