Gift Baskets & Sets
How Convenience Can Profit You
In today's retail environment, the consumers' time is short and convenience has become the most valuable commodity a retailer can sell. The rise in popularity of mass superstores and the internet/e-commerce is testimony to this fact. The smaller, independent retailer will find it harder to compete but can do so by adopting some of the same philosophies of the new competitors. Convenience is the key to selling today's consumer. The competitive edge for the independent retailer is the personal service factor. By combining the two elements, convenience and service, the independent retailer can be successful.
Gift baskets/gift sets is an excellent way to offer both convenience and service to the consumer. A gift set brings multiple pieces together without much effort but the packaging details can make the gift appear as if a lot of time has been spent. In the consumers mind, a gift set must accomplish two objectives. It must be convenient for the purchaser but look as though great thought was put into the gift. Consumers like the idea of already assembled gifts but like to be able to add personal touches if necessary. The independent retailer has this advantage over mass oriented stores. By providing a variety of gift baskets and sets in various stages, they can cater to the customer with limited time but a mind for detail. There are distinct types of gift set purchasers.
The "Buy and Fly" type of customer is on the run. This customer needs a gift in a rush and does not have the time to search for the individual elements. The gift sets that fulfill this need are completely packaged and ready to go.
The second type of gift consumer will purchase a gift boxed set, as it already has coordinating pieces in a package, but will add some personal touch. For example, the gift-giver will remove the protective shrink wrap, place the lid on the box and add a bow with a card. Whatever the special touch, it is a good idea for the retailer to offer a selection of wrapping materials which can be added to the gift packages. This would provide add-on sales for the retailer and an additional convenience for the consumer.
The third type of gift basket purchaser will want a customized basket. This customer will take ideas from other gift sets but will want something removed or added and will have their own ideas about what should be in the package. However, they also do not have the time to shop around for the individual pieces nor the time to locate the packaging materials to put the gift basket together. This is where the service factor comes into play. The individual store has the advantage of offering personal service to this customer. Within a short period of time, the gift purchaser can relay their ideas to a representative and have the basket put together in front of them or come back later to pick it up. Either way, the convenience of purchasing a custom gift without the time of doing it themselves is available to them.
Gift baskets / gift sets can be themed. This is a good idea as it makes an already assembled gift appear unique and special. Themes can be separated into categories. One such category could be event-driven. In the case of baby gift baskets, some of the most common events are showers, hospital visits and welcome home gifts. Gifts could also cater to specific family members as in new mom, new dad or new grandparents. The gifts can be centered around holidays. Holidays are especially helpful in that a store can build a promotion around the holidays to draw in new and repeat customers. Another category of themes is based on the different activities in a baby's day. Baskets can be constructed for feeding time, bed time, bath time and so on.
These gift sets can easily tie into a gift registry. After the mother-to-be chooses items she likes, the retailer can offer the family and friends the option of gift packaging the items or coordinating sets which are already gift packaged. The gift-giver would be more inclined to buy an item that they know the parents picked out beforehand. The certainty of giving a gift which will be needed or wanted increases significantly.