Customer Acquisition: Gorjana & Griffin Turns to E-Gifting for Customer Acquisition
Gorjana & Griffin, a Laguna Beach, Calif.-based socially conscious lifestyle company that makes fashionable, high-quality jewelry, is acquiring new customers and increasing conversions thanks to an e-gift checkout solution it implemented earlier this year.
The solution from SmartGift, a provider of gifting technology for retailers, works like this: consumers select merchandise from gorjana.com that they'd like to buy as a gift, then click the "Buy as Gift" button on the product page. Customers don't need to worry about things like product details for the recipient (e.g., size, color, style) or even shipping the order since the gift is sent to the recipient via electronic notification. Gift recipients are directed back to gorjana.com to choose product details and add their shipping address. They can also exchange their gift for another item or an e-gift card. All this happens before the actual item ships.
"Gifting is an integral part of our business," says Jason Griffin Reidel, CEO of Gorjana & Griffin. "Within our philosophy of ‘Love Me, Love You, Love All,’ Love You is about spreading that love to those closest to you via gifting. SmartGift's e-gift checkout solution empowers our customers to express that thought."
SmartGift offers retailers the opportunity to acquire new customers by capturing and presenting gift data such as recipients’ names, email addresses, style preferences, etc. "For some of our retail partners, the gift checkout option brings up to 97 percent new customers in gift recipients," says Monika Kochhar, founder and CEO of SmartGift.
In addition to customer acquisition gains, Gorjana & Griffin has seen a big decline in its shopping cart abandonment rate since implementing SmartGift's checkout technology. "The conversion rate of SmartGift's e-gift checkout is 38 percent higher than our overall conversion rate," says Griffin Reidel.