Customer Acquisition: Gorjana & Griffin Turns to E-Gifting for Customer Acquisition

Gorjana & Griffin, a Laguna Beach, Calif.-based socially conscious lifestyle company that makes fashionable, high-quality jewelry, is acquiring new customers and increasing conversions thanks to an e-gift checkout solution it implemented earlier this year.

The solution from SmartGift, a provider of gifting technology for retailers, works like this: consumers select merchandise from gorjana.com that they'd like to buy as a gift, then click the "Buy as Gift" button on the product page. Customers don't need to worry about things like product details for the recipient (e.g., size, color, style) or even shipping the order since the gift is sent to the recipient via electronic notification. Gift recipients are directed back to gorjana.com to choose product details and add their shipping address. They can also exchange their gift for another item or an e-gift card. All this happens before the actual item ships.