Gifts are revealed within a gift flick®gift story that features a personalised message, photo and/or video, which are cleverly integrated into an animated or filmed story. Typically, these are 45s to 1 minute long, enabling plenty of personalisation within a branded story-telling context.
Helen Marsh, gift flick®Co-Founder & CMO, says the aim is to remove the anxiety of ‘shopping before the shipping window cut-off date’ and replace that with a positive, creative new way for consumers to reveal physical gifts through a personalised digital experience.
“The gift flick® experience puts the focus on the thoughtful selection and the relationship between the gifter and the receiver, and leaves the retailer’s logistics company to deal with the logistical task of shipping of the physical items.
“From a tech perspective, we’ve made this incredibly easy to set up. Built as a lightweight API, gift flick® servers do all the work so there’s no impact to website loading times and the experience is embedded entirely within the existing customer purchase journey. We can integrate the technology into existing e-commerce platforms within just one week.
“Brands, retailers and their creative partners can use this ‘white label’ tech to create bespoke seasonal or evergreen customisable gift stories opening up a whole new creative channel that delivers extra value to customers.
“And while there is no extra costs for customers, gift flick® is also a highly cost-effective channel for brands, with charges only incurred by retailers as sales are converted.”
“Country Road – who are ‘always on’ partners of gift flick® – enjoyed great success using the platform last Christmas, with the campaign that promised greater ‘peace of mind’ for shoppers also delivering 10 x ROI in sales. The dedicated gift flick® customer eDM received 20% above benchmark engagement and more than 1m views of paid and organic social advertising showed consumers were keen to learn more about innovative, personalised ways to gift.”
Country Road Marketing Communications Manager, Charlie Watt, said:
“The brilliance of gift flick® is twofold: the way in which our customers can now quickly and easily send a personalised gift message digitally to their loved ones using the social platform of their choice; and the benefit for our brand of an additional marketing channel to share our latest creative communications directly with customers. The opportunities for one-to-one story telling through gift flick gift stories are endless, and we're excited about this new opportunity.”
Here’s how these partner brands have used gift flick®for Mother’s Day.
David Jones’ ‘You’re My World’ gift story uses vintage map iconography to represent the distance that can exist between ourselves and our mothers and enables the gift buyer to share personal photos or video messages as well as text to reveal an e-gift card. It also features one of the ‘Friends of David Jones’, Nicole Warne, interacting with the women in her world.
David Jones General Manager for Marketing Communications, Georgia Hack, said:
“Near or far, a mother’s love is powerful. Transcending borders and time zones, it’s an unwavering emotion. This Mother’s Day we are encouraging our customer to show their mother, or the mother figure in their life, that ‘she’s your world’ with a personalised e-gift card from gift flick®. This simple to use smart technology is able to connect the customer to their mother or mother figure in a way that is personalised and emotive, two key factors which are imperative to building brand loyalty.”
Country Road’s gift story uses imagery of the quintessential Mother’s Day flower, the chrysanthemum, accompanied by a calming piano as backdrop to a personalised video message/ photo and text before revealing the gift(s) or gift card that the buyer has chosen.
See more at: https://www.countryroad.com.au/gift-flick/
Jo Mercer has opted for a classic crisp white box, branded tissue and black ribbon reveal, in line with its chic minimalist branding. This is again accompanied with a personalised note and video.
See more at: https://www.jomercer.com.au/pages/gift-flick
While these gift storie shave been created specifically for Mother’s Day, all four of the retailers will continue offering gift flick® for a range of non-seasonal gifting occasions such as birthdays, engagements, baby showers or anniversaries.