Vicinity Centres and SapientNitro Melbourne have come up with an innovative solution to the challenge of finding the perfect gift this Christmas.
It’s called ‘GiftR’ and designed as a fun and interactive digital experience that matches presents with the personality of the person receiving the gift.
Launched this week, the campaign titled ‘GiftR – swipe for the perfect gift’ is designed as a tool for those who enjoy scouting online for the latest and greatest products available. Located on shopping centres’ homepages, ‘GiftR’ asks a series of interest based questions and users can swipe right or left to answer.
The final result is a selection of gift options available at the specific shopping centre, that are based on personality, rather than age or price.
Although Vicinity Centres see a very high volume of traffic to its websites during the Christmas period, the relationship was one way, with customers mostly looking for opening hours and store listings. SapientNitro was tasked with finding a process to add value and relevance for people visiting the site in a fun and creative way, with the goal of helping customers uncover what can be found in the centre.
The new ‘GiftR’ experience is designed to be used on a desktop computer and handheld devices.
“We believe ‘GiftR’ is a fun, emotive and interactive way to put our retailers’ products in front of our customers from any mobile device. This new approach to gifting will help new and existing customers uncover what’s on offer in our centres, and inspire more shopping visits,” Nicole said.
What makes ‘GiftR’ unique is that instead of filtering the results based on cost, age or shop, a complex algorithm determines personality characteristics and used that to select relevant gifts.
‘GiftR’ also includes an incentivised sharing component, in which Vicinity Centres donates $1 to charity The Smith Family, each time a customer shares the ‘GiftR’ tool on Facebook or Twitter.