ClickZ Gifting Newsletter - 08.13.2024

Discover Retail Innovations, New Partnerships, and Market Insights

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ClickZ
August 14, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

Influencer gifting, once a strategy of surprise and delight, is evolving due to growing concerns about waste and inefficiency. When Olivia Marcus received an extravagant PR package from MAC Cosmetics, her reaction highlighted the wastefulness of unsolicited gifts. This sentiment is echoed by both creators and brands, who are increasingly questioning the effectiveness of mass product seeding. Holly Jackson from Traackr notes that brands are now more aware of the costs and environmental impact of sending products that may not resonate with influencers.

Emily Brown from Billion Dollar Boy emphasizes that influencer gifting has become more intentional. Brands are moving away from cold gifting and instead, seeking approval from creators before sending products. This approach not only reduces waste but also fosters long-term relationships and ensures that the gifts are relevant and appreciated. For instance, Heineken's 150 campaign in Germany saw success by sending personalized Tripp suitcases to selected influencers, resulting in over 2.2 million organic impressions on Instagram.

Brands are also advised to conduct social listening and research to understand which creators are genuinely interested in their products. This strategy can lead to more meaningful engagements and organic content creation. Jackson suggests that brands should keep a feedback loop open with influencers to continuously improve their gifting strategies. By focusing on quality over quantity and personalizing gifts, brands can create a sense of exclusivity and stronger connections with influencers, ultimately leading to more authentic and impactful marketing campaigns.

Autumn Fair, held from September 1-4 at NEC Birmingham, is crucial for retailers preparing for Christmas. Featuring over 800 exhibitors and 500,000 products, it offers a prime opportunity to stock shelves. With consumer spending expected to rise, the event promises unique, meaningful gifts, ensuring a profitable festive season.

Just Eat and cardfactory have partnered to offer on-demand gifting products, launching in 19 UK stores. This collaboration targets the £13.4 billion celebration market, aiming to make rapid delivery a norm. The trial will expand to 21 more stores, enhancing convenience for busy consumers.

Gifts Online 4U revolutionizes the UK personalised gift market with over 2,500 bespoke items. Founded in 2013, the company emphasizes quality, personalisation, and customer satisfaction. Their AI-driven techniques ensure unique gifts, catering to a predominantly female ABC1 demographic. They prioritize innovation, sustainability, and enhancing customer experience.

Amazon offers a diverse selection of luxurious scented candles, each with unique benefits like mood enhancement and stress relief. From the tropical Capri Blue Volcano to the earthy Malin+Goetz Cannabis, these candles cater to various preferences and occasions, ensuring there's a perfect choice for everyone.

Industry Appetisers 🥨

The Paper Store upgraded its POS system to a cloud-native solution from Jumpmind, enhancing employee productivity and customer service. The new system, deployed in under 30 days, integrates multiple functions, reduces training time, and supports future growth, reflecting the retailer's commitment to innovation and efficiency.

Performance Platters 🍽️

Instagram will prioritize views as the main metric for all media formats, replacing 'plays' for reels and 'impressions' for non-reels. This change aims to unify metrics across the platform, enhancing user understanding of content performance. Other metrics like accounts reached and interactions remain available.

The upcoming antitrust trial against Google could lead to significant changes in the online advertising industry. Compliance costs, increased competition, and the rise of alternative platforms and technologies are expected. Google's market share may decline, and it might need to diversify revenue streams and adapt to stricter global regulations.

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