Online gifting is booming. The e-commerce division of a global FMCG company wanted in, but first they needed to assess the opportunity and build an investment case. They needed a data-driven, go-to-market strategy to get the greenlight.
Given this was an emerging channel for the client, they faced a number of challenges: understanding channel behaviors, sizing the market, identifying priority markets, tracking trends in online gifting and more.
We leveraged a multi-methodology approach that included e-commerce analytics, market insights, and a multi-market survey. This included:
The mixed methodology approach delivered on all counts. The research:
Actionable insights from this study now inform go-to-market strategy for each country, new product and packaging, and plans for DTC sites. For the e-commerce team, it led to a fast greenlight for online gifting growth.
Across categories we’ve seen new strategies and applications for online gifting emerging in the last year. While shoppers are beginning to return to brick-and-mortar retail as more people are vaccinated and COVID protocols begin to lift, there’s strong evidence to suggest that online gifting is here to stay.
Let Grail Insights help you win the online gifting game. Reach out at firstname.lastname@example.org
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