Personalised digital gifting tool embraced by DJs, Country Road for Mother’s Day

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Several Australian big retailers and brands have taken to personalised digital gift vouchers in time for this year’s Mother’s Day on 8 May.

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The new personalised digital gift messages are being facilitated by Melbourne tech startup, gift flick, which has created an ecommerce plug-in allowing consumers to virtually send a product or gift voucher in an online retailer’s store via their preferred messaging channel and at a time they set. The gifts are then revealed as part of a ‘gift story’ featuring a personalised message, photo and/or video, which can run for up to 1 minute.

The list of brands using the new tech includes Country Road, David Jones, Jo Mercer and Kitchen Warehouse.

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Gift flick co-founder and CMO, Helen Marsh, said the aim was to offer a creative, positive way for consumers to reveal physical gifts within a digital environment, helping finalise purchases at the last minute while still protecting a level of personalisation to the gifting process.

“The gift flick experience puts the focus on the thoughtful selection and the relationship between the gifter and the receiver and leaves the retailer’s logistics company to deal with the logistical task of shipping of the physical items,” she explained.

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