ClickZ Gifting Newsletter - 08.22.2024

PLUS: Are surprise and delight strategies out?

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ClickZ
August 22, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

Just Eat and cardfactory have launched an exclusive partnership to offer on-demand gifting and celebration products, marking a significant milestone for both companies. This collaboration, initially rolled out in 19 stores across the UK, including Belfast, Cardiff, Glasgow, Manchester, and Wakefield, aims to tap into the £13.4 billion celebration occasions market. Consumers can now choose from over 200 affordable and high-quality cardfactory products via the Just Eat app, including greeting cards, candles, balloons, gift bags, key rings, confectionery, and stationery.

The partnership underscores the growing appetite for rapid delivery services, with the grocery-only market projected to reach $16.5 billion by 2029. Research by PA Consulting for Just Eat Takeaway.com revealed that three in four people who have ordered on-demand groceries believe it will become a daily habit. This new venture aims to meet that demand, making gifting and celebrating as convenient as ordering a takeaway.

Amy Heather, Just Eat UK Strategic Accounts Director, emphasized the shift in consumer expectations, noting that rapid delivery is now an expectation rather than a luxury. Sam Davies, Executive Digital Director at cardfactory, highlighted the importance of offering customers multiple ways to interact, whether in-store, online, or through partners like Just Eat. This partnership aligns with cardfactory's growth strategy, aiming to deliver great value, choice, and convenience.

As the UK's largest food delivery platform, Just Eat reaches 97% of all UK postcodes and has seen rapid growth in its grocery and retail estate. This partnership with cardfactory is a testament to Just Eat's commitment to everyday convenience, empowering customers with last-minute gift options and more.

Influencer gifting is shifting from surprise packages to intentional, eco-friendly strategies. Brands like MAC face backlash for wasteful PR packages, while others, like Heineken, succeed with personalized gifts. This new approach fosters long-term relationships and reduces waste, aligning with creators' preferences and environmental concerns.

Edible celebrates 25 years of innovation, evolving from a single flower shop to a global gifting leader. Embracing digital transformation, the brand now offers diverse products and rapid delivery. With a strong leadership team and a revamped store prototype, Edible continues to thrive and attract new franchisees.

Performance Platters 🍽️

TikTok has emerged as a powerhouse for eCommerce, particularly during peak periods like Black Friday and Cyber Monday, with Fospha's data showing brands now allocating an average of 10% of their marketing budgets to the platform due to its exceptional return on ad spend.

TikTok's ability to capture consumer attention during high-traffic periods offers a unique opportunity to enhance visibility, drive conversions, and outpace competitors in a traditionally B2B-focused industry. The platform's effectiveness in attracting new customers, with a significant percentage of purchases coming from first-time buyers, makes it an ideal channel for corporate gifting brands to expand their client base and showcase their product range to a broader audience.

Creative optimization is crucial on TikTok, with the need for platform-native, trend-driven content that resonates with the audience and stands out during fierce competition for attention in peak gifting seasons.

As CMOs prepare for upcoming peak periods, how can they leverage TikTok's unique ecosystem to create engaging, B2B-focused content that captures the attention of potential corporate clients and drives long-term growth?

Gen Z is increasingly using Pinterest for shopping inspiration, making it a crucial platform for brands targeting this demographic. Pinterest's user base is growing, with Gen Z being the fastest-growing segment. Brands like American Freight and Bis are leveraging Pinterest's features to boost engagement and sales.

Snapchat introduces new ad products, including an enhanced Lead Gen suite, First Lens Unlimited, and AR Extensions. The platform's Q2 2024 report shows a 16% revenue increase and a 243% rise in adjusted EBITDA. New features target app advertisers and leverage ML and AI for improved ad performance.

Brands are rapidly adopting viral internet phrases like "very demure" to stay culturally relevant. While this can boost engagement, experts caution that not all brands should follow suit. Successful integration requires alignment with brand identity and consumer ethos, ensuring authenticity and avoiding the risk of seeming out of touch.

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