Merchandising: Don’t Be Boring

5. Make it personal. It’s an innate human desire to want to be unique. Marketers and merchants who capitalize on this core value will win their customers’ hearts. “We’ve encouraged customers to design their own gifts for several years,” says Wolferman’s Brady. The company started by letting customers pick specific food products for their gift baskets and expanded to offer personalized greeting cards as well. “This personalization makes Wolferman’s gifts seem extra special and helps customers feel more connected to the brand,” she adds.