How Retailers Like Amazon Are Using Curation To Recommend Gifts
Once online-only retailers are using a mix of physical and digital retail strategies to merchandise an assortment of products for the holiday season, helping guide customers toward the most relevant options
Gift seekers are looking for exciting products that recipients will enjoy, but they also can use support to make more confident purchases. Brands accordingly are using their established presence to curate a breadth of best-in-class products that align to their own values and encourage consumers to discover new products.
The holiday season also provides a revelatory opportunity for retailers and brands to gain valuable insight into their audience’s consumption habits, exploring how customers plan ahead to shop or choose to spend on in-the-moment purchases. Here's how three major retailers are enabling more personalized gift giving that streamlines the purchase process:
Pinterest x Etsy
Handmade crafts ecommerce retailer Etsy partnered with Pinterest to create a tool called the Gift Finder, a virtual gift tag to help shoppers find the perfect gifts. Shoppers fill out a gift tag with information about what they're searching for, who they're shopping for and an adjective to describe the person to receive personalized recommendations that can be purchased on Etsy's site. Etsy used a combination of Promoted Pins and Promoted video to share the experience.
Good Housekeeping magazine partnered with Amazon and Mall of America for a pop-up store that will sell household products tested and approved by the Good Housekeeping Institute. The store is set up like a mock-up home that features more than 150 recommended products.
For more examples of how brands are enabling vetted discovery, download PSFK's Holiday 2018 Retail & Brand Experience Strategies report.