Everyone loves to be given a gift, even more so when it’s a surprise.
This is possibly my favourite way to surprise and delight customers, however, there is a subtle science to getting it right. Too much and it makes the person receiving the gift uncomfortable, yet too little and the gesture goes unnoticed.
Firstly, the gift must be something that they value. Like buying any present, don’t buy want you would want, instead, make it all about them. Paying careful attention will make this easier. What do they value? What is important to them? Once they see that you appreciate the same things and have been really listening, this gesture will resonate deeper.
It has to be something that has an emotional connection, something that they love. What are they passionate about? Who are they with? What have they enjoyed on a previous visit? It’s often good to pick something that is related more to the heart than the head. Friends, family, pets, film, music, sport, food.
The gesture must embody values that are true to you and your brand. It must be something that feels genuine and not too contrived. Don’t stray too far away from something you are not knowledgeable about.
For example, giving a gift related to their favourite sports team is always a great idea, but get the wrong sports team and it’s a disaster. The gift goes from something they cherish to something they want to discard, purely down to the emotional relationship they have with that team.
Some questions to get you thinking:
- What is important to them?
- What do they care about?
- How can you combine what is important to the customer, with what you offer as a business / brand?