Research fuels online gifting growth for a global FMCG: An e-commerce case study

Escalent’s approach delivered with a clear story, data-driven insights, and identifiable opportunities to action.

Business Issue

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 required a data-driven, go-to-market strategy to get the green light.

What We Did

Given this was an emerging channel for the client, they faced several challenges: understanding channel behaviors, sizing the market, identifying priority markets, and tracking trends in online gifting, to name a few.

We leveraged a multi-methodology approach that included e-commerce analytics, market insights, and a multi-market survey. This included:

  • Analyzing two years of Amazon data
  • Market profiles of 10 countries
  • Expert interviews
  • Survey of 7,800 online gifters in 7 markets

Result

The mixed methodology approach delivered on all counts. The research:

  • Measured the “size of the prize” for incidence of online gifting
  • Delivered tactical “how to win” strategies
  • Drove strategic investment decisions as well as more immediate “quick wins”
  • Provided shopper-driven product ideas and SKU optimization through an in-depth review of gifting SKUs on Amazon

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 green light 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. So let Escalent help you win the online gifting game.

Keep me informed. I’d like to receive occasional newsletters, event notifications, and thought leadership materials.

Subscribe to Our Newsletter