Festivals and celebrations call for thoughtful gestures, but finding the perfect gift under tight timelines can be stressful.
Recognizing this gap, the product team at Blinkit introduced a comprehensive overhaul of its gifting experience in February 2024, just in time for Valentine’s Day.
The product manager and the team are featured as one of Upraised's top 50 Game Changers in 2024.
The Problem: Making Gifting Convenient and Personal
Gifting in India and from abroad faced significant challenges:
- Domestic Hurdles: Last-minute gifting lacked elegance and personalization, with products often being scattered or difficult to browse.
- International Gaps: Non-Resident Indians (NRIs) struggled to send thoughtful, timely gifts to their loved ones in India due to logistical and personalization constraints.
- Emotional Connections: Festivals are deeply emotional, and gifts that don’t reflect care or thoughtfulness can feel impersonal.
The product team at Blinkit addressed these challenges with a solution that brings convenience and personalization to the gifting experience.
The Solution: Gifting Showcase and Industry-First Features
The product team at Blinkit changed the gifting solution and redefined how users discover and send gifts, offering thoughtful innovations that cater to both domestic and international audiences.
Key Features of the New Gifting Experience
Enhanced Gifting Showcase:
- Products were carefully organized by use case, category, relationship, and filters, making sure that the users could find the perfect gift quickly and intuitively.
Premium Gift Bag Feature:
- The product team has Introduced a special gift bag option, providing recipients with a presentable and delightful unboxing experience.
- Operational adjustments, such as inventory management and staff training, ensured the ease of execution.
Global Gifting Solution:
- Extended the gifting feature to international markets, so that NRIs can send thoughtful gifts to their loved ones in India effortlessly.
- Addressed logistical challenges with streamlined delivery processes to make sure of timely and reliable gifting experiences.
Personalized Touch:
- Gifts reflected emotions and traditions, catering to the cultural significance of major festivals like Rakhi and Valentine’s Day.
Impact: A Joyful Gifting Experience for Everyone
The new gifting solution has significantly enhanced Blinkit’s user experience and business performance:
- Increased AOV: The percentage of orders containing gift items has increased, boosting the average order value (AOV) of the business.
- Customer Satisfaction: Users appreciated the ease of finding and sending thoughtful gifts, with features like premium gift bags adding a layer of elegance.
- NRI Engagement: International customers found an easy and reliable way to stay emotionally connected with their loved ones in India, driving a spike in festival gifting orders.
The Team Behind the Innovation
Arushi Jain: Senior Product Manager, Blinkit
Arushi observed that NRIs often miss celebrating festivals and special occasions with their families in India. To bridge this gap, she introduced a feature allowing users to place orders from international numbers for delivery in India, enabling families to stay connected and celebrate together. This encouraged higher AOV order & enhanced user delight.
As a part of Upraised’s Game Changers, we're on a mission to celebrate high-impact problem solving & celebrate the individuals who brought these innovations to life.
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