During Peak seasons, when gift purchases are prevalent, brands should focus on establishing a connection with the gift recipients. One effective method is the use of connected packaging. For example, while at Aesop, where I served as the Global Head of CRM, we introduced QR codes on our Festive Gift Kits. These codes, when scanned, led the recipients to our website, offering them a unique short story related to their gift.
This approach not only enriched the gift experience but also enabled us to understand the specific kits received by the customers. As a result, we could provide tailored ‘How to use’ guides. This strategy was well-received, as it was seen as both generous and helpful, encouraging recipients to leave their email addresses, either by subscribing to our newsletter or creating a profile.
In summary, Peak season is not just an opportunity for immediate sales but also for long-term customer engagement.