Digital Gifting’s Top 5 (Oct. 2, 2014)
Digital gifting has become a cornerstone feature for many retailers—but a few merchants are going above and beyond what have become standard features and functionality. In the fourth annual edition of its benchmark study on digital gifting, RSR Research evaluated the digital gifting experience at top U.S. retailers, focusing on key differentiators, which included the ability to digitally “thank” a gift-giver and integration of gifting with loyalty and marketing programs. Using those criteria, RSR ranked the Top 5 retail brands for digital gifting. Sephora took the top spot, followed by Starbucks. Home Depot ranked third, with Best Buy and Dunkin’ Donuts rounding out the Top 5.
“Digital gifting adoption has come a long way in the few years we’ve been conducting this research, with the number of brands offering digital gift cards virtually doubling since 2010,” noted Nikki Baird, managing partner, RSR. “It was also evident this year that brands are starting to think about better integrating gifting and marketing programs—an area where we see a lot of potential to further engage consumers and capture additional sales.” However, Baird noted, there is still work to be done to fine-tune digital gifting, such as improving discoverability on Web-based and mobile channels.
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