Christmas may still be months away, but now is the time to start thinking about your company’s gift list. Here, the Corporate Service at Harrods team and Ian Spicer offer you a look at the trends for 2014, as well as some top tips on how to choose the perfect present
This year has seen a lot of change in the corporate gift market, with companies moving away from traditional concepts and choosing more innovative solutions. No longer limited to engraved silverware, crystal and pens, the alternative options are vast, with a recent emphasis on affordable luxury, experiential gifts and technology.
The enduring appeal of food and wine
As the most popular corporate gift, a hamper has enduring appeal to all tastes and budgets. From Christmas puddings to extravagant gourmet collections, hamper ranges can include a mix of contemporary and traditional options.
Hampers that feature keepsake items such as Christmas decorations, bottle openers, or cheese knives have special appeal. Receiving a hamper provides your recipient with the joy of unwrapping a box of treats that will appeal to their whole family. Of course, the hamper box itself is often the most cherished item of all. Some companies will even personalise the leather lids.
The demand for non-alcoholic hampers has continued, with companies now more sensitive to the cultural and religious differences of staff and clients. It is possible to create a bespoke selection to suit individual tastes, as well as dietary and religious requirements.
Make it personal
There has recently been a shift from high-end extravagant gifts to individual items that are thoughtful and in keeping with the recipient’s tastes and interests. There is also a trend for subtle luxury brands that offer personalised stationery and accessories. Beauty gifts are also at the top of the list, with an increase in demand from less mainstream brands and corporate buyers attracted to ranges for both men and women.
Bespoke gifting
Engraving or embossing a gift conveys a truly unique touch. The demand for this service has increased in recent years, with a range of requests from personalised iPads to a company name and logo on a wooden box containing wine. Bespoke gifts are guaranteed to impress and will always be treasured.
Global customs and cultures
The gifting industry has experienced an increase in demand for more culturally orientated gifts for occasions such as Chinese New Year, Ramadan, or Diwali. Companies should be acutely sensitive to global customs and cultures when considering what to buy their recipients. The smallest details such as the colour of the wrapping paper can affect how a gift is received. Clients and customers will appreciate the attention to detail and respect for other cultures, as it shows a high level of personal service. Any supplier that is sensitive to such differences will be experienced in proposing ideas for a wider global audience.
Embracing technology
Technology gifts are the fastest-growing area in 2014. Experts in this field should be able to advise you on the most up-to-date gadgets and predict the latest trends. From headphones to GPS systems and cameras, there is a wide variety of options available to suit the tech-savvy recipients on your list.
An experience to remember
A gift card is one of the most popular corporate gifting solutions for its flexibility and longevity. A voucher takes the guess work out of giving and ensures the recipient can get exactly what they want. With the increase in demand for experiential ideas, a luxury brand card offers an opportunity to personalise a gift, such as a bespoke perfume-making class, classic afternoon tea, a day of pampering at a spa, or some indulgent shopping. The ability to redeem them online has naturally increased the popularity of gift cards, with companies purchasing them for international clients.
The Corporate Service at Harrods team has been providing business customers with a bespoke service for more than 16 years. The team is able to offer advice on a range of gifting products from across the store’s wide array of luxury departments. To find out more, email corporate.service@harrods.com, or call 020 7225 5994
Tips for making the right gifting choice
How many times have you had to fake joy at receiving a gift? Whether it’s the wrong size or style, or just plain wrong, we have all experienced that awkwardness of having to show gratitude when all we really want to say is, “Do you know me at all? What on earth were you thinking?”
The giving of corporate gifts can be equally perilous unless you have a clear idea of who the recipient is and what they like. No doubt you will be bombarded with emails and catalogues from a number of corporate gifting companies, all trying to inspire you with a whole range of products, from branded staplers to luxury hampers. It can be a minefield, so let’s start with the obvious questions – What? Who? When? How?
What is the occasion?
Is the gift for Christmas, a company anniversary, or as a thank you? It sounds obvious, but try to match the gift to the occasion – a hamper of champagne and strawberries is a lovely idea for a client summer party, but nobody would appreciate receiving a branded envelope opener at such an event.
Does the gift reflect the qualities and values of your company?
Corporate gifts should, of course, be a treat, but from a marketing perspective they are also a great opportunity for you to reinforce your corporate values and qualities. Don’t let your gift look like an afterthought with no relevance.
Who is the recipient and what do they like?
Do they drink alcohol? Do they have a nut allergy? What sports or hobbies do they enjoy? The more information you have about the recipient, the better you can shape the gift, and the more you will surprise and delight them. If the brief is “one size fits all” try to find something unique, or a gift with many elements to it – that way you are likely to give them at least one thing they will appreciate.
Can they accept gifts?
Many industries, including insurance, healthcare and financial institutions, have stringent policies about accepting gifts. Make sure the recipient is allowed to receive before you give.
Can the recipient receive fresh food and flowers?
This is a particular consideration if you are sending gifts overseas. For example, the US restricts items such as meat, fruit, vegetables, plants and products made from animal or plant materials.
Work with a company that has a proven track record and ideally a credible customer satisfaction score from an independent benchmark body such as Feefo. Finally, choose a company with a demonstrable track record for quality and service. They will help you choose the right gift for your audience and budget and ensure everything gets delivered on time so the recipient is both surprised and delighted in equal measure.
When it is needed?
Leave plenty of time. You probably don’t want to even think about Christmas yet, but you really should start ordering in September. You can often get early-bird discounts and it gives you time to collate all the information for your order.
Where will the gift be delivered?
Will the gifts be delivered in bulk or individually? If in bulk, make sure everyone knows – the last thing you need is an irate receptionist dealing with a pallet he or she wasn’t expecting.
How much can you spend?
There will always be a budget – make sure you are getting the best value for money.
Can they get it home easily?
How many times have you seen people during Christmas week on public transport struggling with a huge box? Size matters and small can be beautiful.
Ian Spicer is Managing Director of Spicers of Hythe, a corporate hamper company that has been providing a bespoke customer service since 1926. To find out more, visit spicersofhythe.co.uk
Keep this information in mind when you start looking for specific gift ideas and be sure to read our September/October issue for a guide to some of the UK’s top suppliers and the products they have to offer
