🎁 The Hidden Goldmine: How Corporate Gifting Can Skyrocket Your Liquor Brand's Revenue 💼🍾
Corporate gifting is a rapidly growing market, projected to reach $306 billion by 2024. For liquor brands, this presents a golden opportunity to increase revenue and brand visibility.
As the holidays approach, expect an influx of gift purchases across the next few months — an annual event that’ll only be heightened by the post-COVID e-commerce shopping boom.
Even more so, broader delays in global supply chains are trickling down to affect availability and shipping for e-commerce brands across all segments. Our recommendation? Beat this year’s slowdown by getting a head start on your seasonal campaigns, promotions, and more.
We’ve laid out four steps below that every alcohol brand should take to beat the annual gift rush, while also maximizing the profitability and potential of this concentrated shopping period.
Step One: Time Blocking
First, you can start building out a major messaging campaign by looking ahead on your calendar and selecting key dates to lay out a time frame from early November up until Christmas.
Specifically, we recommend blocking out three primary phases for your campaign delivery.
Pre-Black Friday
By pushing messaging campaigns out as early as mid-November, you’re gearing folks up for the holiday season around the corner, as well as letting potential buyers know to keep an eye out for a promotion in the works.
More importantly, you’re setting your brand up to start the season on a strong note — and to not get caught unprepared by the sudden arrival of Thanksgiving crunchtime.
Thanksgiving & Late November
From Thanksgiving onward, particularly that first weekend including Black Friday, you’ll want to host and advertise some kind of actionable event, i.e. a special release or promotional discount, to jumpstart customers into their seasonal shopping cycles.
Cutoffs for Christmas
Finally, you’ll want to round out the season by selecting a cutoff date for placing new orders.
Seven to 10 days before December 25th is a safe bet for buyers to receive a bottle at their door by Christmas Day, and reminders should be sent out in the days leading up to this cutoff.
In terms of the broader time crunch that’s anticipated due to global supply chain slowdowns, you should emphasize the convenience of purchasing from a domestic brand paired with the reliability that you offer for a timely, safe delivery of your product.
Step Two: Spice Up Your Specials
Once you’ve laid the initial groundwork, it’s time to elevate your campaign by crafting it into something creative and exciting for the spirit of the season.
In other words, your buyer’s inbox may be flooded by holiday deals, but you can capture their attention and help them recognize the thoughtfulness through your core brand messaging.
For instance, Far North Spirits is offering a holiday two-pack for drinks that’ll warm you up in the colder months. Imagine a whiskey, rye, or bourbon for your spicy cocktail or mulled wine.
Ultimately, you’re working with the inventory you have and considering which themed products can play into people’s holiday spirit — even better if it’s in a bundle to boost your AOV.
On the other hand, this period offers a practical opportunity to look back at the year’s releases and offload any remaining inventory through a unique discount or exclusive holiday promo.
Step Three: Ramp Up Your Promotion Game
Next, consider the tactical logistics of your promotions. After all, it can be tricky to time promo launches, depending on whether your customer pool skews toward early or late gift grabbers.
There are two general approaches you can take: 1) offering enticing deals early on to preempt other sales or 2) holding off until late in the buyer’s window to pull the trigger on your promo.
The former can snag early shoppers, or at least convince late shoppers to try an early purchase, but could also lose its appeal by mid-December when fresher deals are dropping every day.
The latter can appeal to buyers who play the long game and wait it out for the most optimal deal, but can still ultimately result in you losing out on early or average shoppers.
Ultimately, there’s no gold-standard method and you’ll need to use your judgement depending on what aligns with your brand’s target demographic, metric goalposts, and even inventory.
For instance, returning to your campaign calendar, you can skew discounts away from marking down products and toward offering cheaper, faster shipping as Christmas creeps closer.
Step Four: Email Marketing On Deck
As we pointed out in our advice for email marketing, setting up your email flow so your comms can run seamlessly is a simple yet essential step of the process that’s easily overlooked.
We recommend starting with a quick info sweep: pull last year’s seasonal purchase data and make sure that customer cohort is consistently re-engaged early on.
In turn, your team won’t be stressed out and frantically attempt to piece together the perfect layout in MailChimp just a few days before Thanksgiving — which circles back to our larger point: the holidays are a time of year with promise of high ROI for your alcohol brand.
You can utilize this opportunity to the max by planning thoroughly and creatively, not stressfully executing a last minute, makeshift campaign.
If your brand has these moving parts staged within the first weeks of November, you should be ready to hook the earliest seasonal shoppers and take full advantage of the holiday rush.
Sit Back and Enjoy the Holidays!
Once you’ve got these steps locked in — a killer campaign calendar, creative promos, and ready-to-launch email marketing — you’ll be the one leading the holiday rush, not falling behind.
Whether your user base is composed of individuals shopping for friends and family or corporate customers with high-volume needs, Accelpay is the platform of choice for your alcohol brand.
To get access to our instant storefront setup and stress-free bulk ordering, get started here.
The Booming Market of Corporate Gifting
Corporate gifting isn’t just a trend—it’s a massive industry growing at 8.1% annually. By 2024, it’s projected to hit $306 billion globally. In the U.S. alone, companies are expected to spend $242 billion on corporate gifts by the end of this year. In 2021, about 60% of corporate gifts, valued over $140 billion, were directed towards individuals outside the company. How can your brand tap into this demand and provide a tailored service for these high-value users? See the insights below on how you can attract corporate gifters to your own brand site and boost sales by as much as 30-50%.
Key Statistics
The corporate gifting market is on fire, growing at an annual rate of 8.1% from 2019 to 2024. With the shift to remote work, 58% of people are gifting more often. Thanks to the pandemic, 35% are sending more business gifts, and over 70% plan to keep this trend going strong post-pandemic. Corporate gifting is booming, and it's here to stay.
Motivations for Corporate Gifting
Sixty-six percent of gifters are all about making employees feel appreciated and motivated. Fifty-nine percent want to keep those client connections strong. Plus, 49% are spotting new chances to gift, like during online events. The takeaway? Corporate gifting is more than just a nice gesture—it's a powerful tool for engagement and motivation in today’s virtual world.
Corporate gifters prioritize ease and speed. Here’s what they value:
Corporate gifters crave simplicity—they want a smooth, intuitive ordering process, not the nightmare of complex spreadsheets. Automation is their best friend, making order placement and delivery tracking a breeze, and boosting conversions by enticing those ready to buy right now. Speed is the name of the game; gifts need to arrive on time, every time. Nail these features, and you'll turn your brand into the corporate gifting go-to, delighting customers and keeping them coming back for more.
Leading Players in Corporate Gifting Software
There are a few companies that have already tapped into the corporate gifting market, quietly sucking up all the demand with their smart solutions. THNKS offers a streamlined platform for quick, personalized gifts that can be easily used from your phone or desktop. Sendoso integrates with CRM systems, automates the gifting process, and provides tracking, customization, and analytics. Alyce uses AI to recommend the best gifts based on recipient preferences, making the experience personal and thoughtful. Loop & Tie offers curated gift collections that allow recipients to choose their own gifts, adding a nice touch of personalization. These companies know something others don’t, but now the cat’s out of the bag. There are ways to attract this demand to your own brand site instead of it going to these marketplaces or gated software.
Challenges with Traditional Marketplaces
Firstly, they often lead to a loss of brand equity. When using third-party platforms, you miss out on direct communication with the end customer, which means you lose valuable opportunities to build brand loyalty and recognition. The personal touch that comes with direct interaction is lost, and your brand’s story and values may not be effectively communicated.
Secondly, the user experience on these platforms is often generic, which can dilute your brand’s unique value proposition. Corporate gifters using these platforms get a one-size-fits-all experience that doesn’t reflect the premium and personalized nature of your brand. This can result in a less memorable and impactful gifting experience for the recipient.
Moreover, these platforms can restrict your ability to offer exclusive deals or customizations that align with your brand’s identity. They control the customer journey, limiting your influence over how your products are presented and sold.
Lastly, corporate gifters may prefer to shop directly on your brand site because it allows for a more cohesive and branded experience. Shopping directly from your site enables them to see the full range of your offerings, benefit from personalized customer service, and enjoy a seamless integration of your brand’s aesthetic and messaging. This direct interaction can enhance their overall satisfaction and loyalty, making them more likely to return for future purchases.
You Can Construct Your Own Corporate Gifting Program
Creating a corporate gifting program involves building a dedicated landing page, setting up backend architecture on your site, and providing strong customer service and sales support. Here’s how you can do it:
Landing Page and Backend Setup: Design a conversion-optimized landing page with a clear call to action, allowing visitors to sign up or order directly on-site. Ensure your site can handle large "one to many" orders efficiently, with features for tracking, customization, and automation. Manage inquiries, assist with orders, and handle logistics to ensure a smooth experience for corporate gifters.
Support with Google Ads: Use targeted keywords like "corporate liquor gifts" and "premium alcohol corporate gifts" to attract the right audience. Craft compelling ad copy that highlights convenience, speed, and exclusivity. Optimize your landing page for conversions with a clear call to action.
Custom Email Flow for Inbound Leads: Once leads are captured, funnel them into a custom email flow. Respond promptly with an intro email asking which products they are interested in gifting. If there’s no response, follow up by showcasing different gifting options, including testimonials and limited-time offers. Finally, encourage the final purchase with a strong call to action.
Implementing this program does require some investment, but the potential return is substantial. A conservative estimate is a 4:1 return on ad spend, as corporate gifters are often price insensitive and buy in large quantities. By building a tailored corporate gifting program and supporting it with a strategic Google Ads campaign, you can increase orders and boost your revenue.
Or... Let AccelPay Handle It for You!
Introducing AccelPay’s Corporate Gifting Program
We get it—the liquor market has its unique challenges, especially when it comes to corporate gifting. That’s why we’re thrilled to introduce our beta Corporate Gifting Program. Here’s how we can make it easier for you:
Streamline Your Orders: Our managed-for-you platform takes care of large "one to many" orders seamlessly. Imagine one person sending gifts to multiple recipients without a hitch.
Tailored Program Design: We craft a custom landing page with your branding that clearly explains the service. Plus, a custom ordering modal lets corporate gifters purchase and checkout directly on the site—no need for back-and-forth with your team. Perfect for frequent buyers or those ready to make an immediate purchase.
Maintain Brand Integrity: Our Success team handles initial inquiries and phone calls, converts customers, and manages all order logistics. We also assist end-recipients with any questions they might have, ensuring a smooth and satisfying experience.
Want to elevate your corporate gifting game? Join our beta program today by contacting us at success@accelpay.io. Let us handle the heavy lifting while you reap the benefits with less investment and effort.
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Braxton Freeman
Grolsch