TEXT TO “GIIV” A GIFT

“Giving a gift should be fun, simple, and instantaneous — now it is,” according to the web site of the new L.A.-based Giiv. This web company, like others in Europe and Boston, allows shoppers to select a gift, enter the recipient’s cell phone number and a note, and hit send.

The friend then receives a text message with a gift code that “they can take to their local retailer and redeem for a real gift.”  Ideally, this innovative approach to gift buying can help generate traffic for small businesses, bringing new and younger customers to our stores.

Today’s selection of items on Giiv is mostly for chain businesses that have “local” outlets, rather than locally-owned independents.  Some are in fact national online businesses, including an innovative charity business called Global Giving that lets the donor choose how the donation is allocated.

KangoGift in Boston is another cell phone “instant gift” program, but this one features a number of local businesses such as florists, coffee shops,  a jewelry store and an arts cooperative. Each store offers either a specific item or gift cards at various levels.

Recipients of a KangoGift card with a smart phone can view an enhanced greeting.  And when visiting the store, the recipient just needs to show the message to the cashier, rather than dealing with a plastic gift card.  For more information about how the program works for the retailers, see their “Partners” page.

There is no reason why this idea can’t be used creatively, even by a single store or regional chain.  European retailers have been using an “SMS” or text message for promotions for many years now.  The Dutch verson of Giiv, which is called Cadeau Code, has been active for over four years, and features a wide range of products including CDs, bath and body products and magazines (I think — my Dutch isn’t very good!).

As the folks at KangoGift point out, their program “capitalizes on the growing adoption of mobile technology as part of consumer’s retail experience.” We’ll be seeing more and more of this in the future, and will need to see how we can make it work to our advantage.

 

Happy Retailing,

Carol “Orange” Schroeder