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Gifting platform turns from experiences to physical goods

Online retailer RedBalloon built its business on the idea that a gift should be more than a piece of jewellry or unflattering jumper. Instead, it offered consumers the chance to gift unforgettable experiences, from chopper rides to sky dives.

Now RedBalloon has launched Wrapped, a new digital platform that will focus purely on physical gifts. This isn’t a course reversal, but rather a course correction, according to RedBallon CEO Nick Baker.

“It became obvious at Christmas last year that the physical gift range on RedBalloon was an extremely popular option for many people preferring traditional gifts at Christmas, as well as people in rural and regional areas who may not have a variety of experience options close to them.

“So we decided to clearly separate our offerings, by focusing on experiences through RedBalloon and great gifts through Wrapped,” he said.

Similar to RedBalloon’s experience offering, Wrapped works with a community of hand-picked local suppliers to discover and curate unique and personalised gifts.

The new site features a range of gift categories, and includes personalised delivery tracking via SMS.

“Wrapped may be the new kid on the block, but we’re born from RedBalloon, so gifting and great customer experience runs in our DNA,” Baker said.

Wrapped is the first website built on the Shopify platform that allows credit transfer from one business to another, with RedBalloon customers able to access existing credit in their accounts for purchases on Wrapped.

Since its launch last week, Wrapped has seen more than 10,000 visits, more than 5000 subscribers and hundreds of transactions.






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