Multiple retailers have partnered with SmartGift, a service that helps online shoppers find gifts, to enhance their holiday offerings on both desktop and mobile. The solution provider’s latest client is B&H Photo; other retail customers include Barnes & Noble, 1-800-Flowers.com, Express and Cole Haan.
The platform lets shoppers choose the gift, send it by text or email and pay only after the recipient accepts. The recipient is then provided with a number of options, including the ability to personalize the gift, exchange it for an item of equal or lesser value or accept it as is. There is no cost for customers who use the service.
Shoppers have been taking advantage of the service’s versatility: across all the platform’s retail partners, approximately 30% of recipients adjust their gifts. Among this group, 29.4% have changed the color or size of an item and 17.6% have chosen a different item altogether. SmartGift also can lead to additional sales: the average recipient spends more than a minute browsing other merchandise after they receive a gift.
"At B&H Photo, we continuously push the boundaries to provide the best shopping experience for our customers,” said Jeff Gerstel, CMO at B&H in a statement. “We are proud to be the first consumer electronics retailer in the country to offer a complimentary digital gifting service that makes gift shopping easy and fun for our customers, and we’re excited to offer this service in time for the holiday season.”
Barnes & Noble introduced SmartGift in 2017 as part of an effort to help shoppers find the perfect gift. The retailer also has an interactive discovery tool called the Book Graph, which allows online shoppers to click on one title to see related books, and the online Barnes & Noble Holiday Gift Guide, which offers curated selections of books based around topics such as “Captivating Books for the History Buff.”