What is the best gift you have ever received from another person? I would bet; you immediately had something spring to mind, it was something that surprised you, and you remember who gave it to you. Did you know there is a way to trigger that warm and fuzzy emotional state with your customers and make your company a truly cherished core memory? It is a marketing strategy adopted by the luxury industry called “surprise and delight”. At its core – luxury brands use “surprise and delight” in the form of rewarding existing top customers with unexpected, exclusive gifts that in many cases are personalised for them.

Luxury brand strategy

Luxury brands are extremely strategic when implementing this marketing, ensuring that the return always outweighs investment. It is utilised successfully by the major luxury players to continually grow revenue. Some examples are-

– Chanel gifting a monogrammed luggage tag in their signature quilted pattern to celebrate customer’s birthdays.

– Tiffany & Co. creating a unique Christmas ornament each year (often from fine crystal) engraved with the year it was launched.

– Hermes presenting a beautifully wrapped gift box containing their sold out and unavailable fragrances. Luxury brands are extremely strategic when implementing this marketing, ensuring that the return always outweighs investment.

Gifting as a marketing strategy
When you present an unexpected gift, you initiate a cycle of gifting and reciprocation. This not only delights the recipient but also encourages repeat purchases. The cycle continues, reinforcing loyalty. To help you implement “surprise and delight” as part of your marketing strategy this holiday season, here are some recommendations

 01. Give a gift that is non-monetary. Store vouchers and gift cards won’t cut it. You are looking for a gift that inspires sentimentality. Small gifts can have a powerful effect that far outstrips their monetary value; it truly is the thought that counts here.

02. Select your recipients wisely. Identify who has the most potential to spend with you again in the future.

03. Involve your salespeople in the process of gift and customer selection. This empowers your team to take ownership over making sure there is a sale made from the gift and they are accountable for outcome.

04. Personalise everything. The more information you have about your clients to personalise their experience and their gift, the better.

05. Give the gift in person and in store. Inviting customers back into store to re-engage with you is vital and grounds the positive emotions experienced with your environment