"There is No One Best Experience" (w/ Monika Kochhar, Smartgift)
Future Commerce · with Monika Kochhar · July 25, 2018 · 49 min
Summary
This episode uncovers "the science of gifting" and its impact on ecommerce. It highlights how focusing solely on the self-purchasing buyer neglects a significant persona: the gift-giver. The discussion delves into how technology can enhance the gifting experience for both sender and recipient, moving beyond traditional conversion optimization to understand deeper shopping motivations.
Key takeaways
Redefine conversion optimization to include the 'gifting' persona; don't solely optimize for self-purchasers.
Leverage data analytics to understand gifting behavior to improve both the sender and recipient experience.
Implement 'smart gifting' solutions that allow recipients choice while preserving the sender's thoughtfulness.
Explore personalization avenues in gifting like custom notes and digital wrapping to enhance emotional connections.
Consider integrating charitable giving options within gifting platforms to allow recipients to "give back."
For all of the testing and optimization we do on today's ecommerce sites we are missing a vital section of our shopper personas: those who buy on behalf of someone else. Monika Kochhar of Smartgift walks us through the "Science of Gifting" and how, at its heart, gift-giving can be improved in today's digital commerce experiences.
