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gift cards that still make up the bulk of Indigo’s gifting business,
generating more than half of its corporate business today.
“Gift cards have caught the retail industry by storm,” says
Grant Packard, Indigo’s vice president loyalty marketing and
customer insight. “(They) offer the notion of a personalized gift
without the required skill.”
Not only does the Indigo gift card allow people to tap into
the world of books on just about every subject under the sun,
but the chain also sells products like music, movies, home/
lifestyle items and even toys. “Our stores offer the gift card
recipient a truly personalizable shopping experience - a world
of ideas, entertainment and information that will be relevant to
just about any individual,” says Packard.
The cards are also available in an electronic version that saves
the purchasing company on shipping and fulfi llment costs. Recipients
simply receive a certifi cate number
– online or via e-mail – that allows
them to shop on the Indigo website.
Some corporate clients, however,
still prefer a more tangible gift offering
and opt to come into the store to
A Holiday Gift Guide for Marketers
pick out books for employees, often on motivational or marketing
topics. And for those who want to get even more personal,
Indigo will work with companies to add custom elements, such
as their logo, providing a great branding opportunity.
Indigo: Bettering the basket and beyond
While gift cards may be all the rage, gift baskets still have a loyal following – as
long as the products sitting in the baskets are the right ones. At Indigo, this
means baskets fi lled with everything from books, music and movies, to hip
items such as gourmet chocolates, martini tool sets and fl eece blankets.
The quality and kinds of food offered in most gift baskets was a point of
frustration among business-to-business customers surveyed by the bookseller
before launching the baskets on a trial basis last year. “Customers told us they
wanted something different from the traditional cheese and crackers basket,”
says Grant Packard, vice president loyalty marketing and customer insight at
Indigo Books & Music Inc. “We are uniquely able to offer a more creative and
high-caliber variety of gift basket products.”
This upcoming holiday season, Indigo is introducing a new range of prethemed
baskets for book lovers, host and hostess gifts, movie night and avid
cooks. Custom baskets are also available upon request.
chapters.indigo.ca
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