MediaBuyerPlanner: The belief that gift cards are impersonal may have to be revised, at least according to one retailer. Lands’ End is offering shoppers gift cards that include a voice-recording device for an additional $5 so they can personalize messages to the recipient.
The gift cards support the company’s brand image of personalization for women shoppers, writes MediaPost. The packaging, which is based on children’s artwork, gives the cards an emotional connection in time for Mother’s Day.
Consumers will spend $15.73 billion this Mother’s Day, according to the National Retail Federation.
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