Zepto’s Gifting Strategy: Redefining Rapid Commerce with Collector Gift Boxes

There’s something inherently special about receiving a surprise gift. Zepto, a leader in rapid commerce, has capitalized on this sentiment through its collector gift boxes, a unique initiative designed to elevate the shopping experience. Imagine ordering everyday groceries or snacks and finding a complementary gift box filled with surprises such as snacks, skincare products, or festive treats. This strategy has become a hallmark of Zepto, especially during festivals and special occasions.

The Inaugural Gift Box: Zepto’s Third Birthday

Zepto introduced its gifting initiative during its third anniversary in July 2024. Customers were delighted with surprise birthday gift boxes, setting the stage for a tradition that now spans key events such as Raksha Bandhan, Diwali, Christmas, and New Year. Notably, during Diwali, Zepto revived soanpapdi, a dessert infamous for being passed along but rarely consumed, with a playful twist.

According to Chandan Mendiratta, Zepto’s Chief Brand Officer (CBO), this initiative fosters customer love and builds a deep connection during festivals. “It’s a meaningful way to engage deeply with our customers while also encouraging them to explore new products on Zepto,” he said.

From Ordinary to Extraordinary: The Emotional and Strategic Impact

Deepti Karthik, founder of Decision Pinnacle, a growth consultancy specializing in D2C businesses, highlights the emotional appeal of Zepto’s initiative. “Zepto is turning what could have been just another delivery into something special. For many families, it’s not just about the products but the joy and excitement these boxes bring. Children look forward to opening them, and adults appreciate the thoughtful curation,” she explains.

Beyond the emotional connection, Zepto’s gift boxes serve as a powerful marketing tool. These curated boxes enable effective product sampling, a strategy previously limited to newspaper inserts or kirana store counters. Mendiratta elaborates, “It’s a smart form of product sampling. Success is measured by the uplift in sales and increased search volume for these products on our platform.”

A Partnership-Driven Approach

Zepto collaborates with a mix of established and emerging brands to curate its gift boxes. Renowned names like L’Oréal, Mama Earth, and Haldiram’s share space with rising stars such as Bevzilla and VS Mani & Co. GD Prasad, founder of VS Mani & Co., notes the benefits: “Participating in the gifting box initiative was aimed at generating product trials and increasing awareness through impactful sampling.”

These partnerships allow brands to showcase trendy products alongside classic favorites, ensuring broad appeal. Regional celebrations and interest-based themes, such as period care and fitness, further enhance the boxes’ relevance and allure.

Driving Consumer Behavior and Sales

Zepto’s gifting strategy has proven effective in driving higher average order values (AOV) and increasing customer engagement. By setting a minimum spend threshold of Rs 500 to qualify for a gift box, Zepto encourages customers to spend more and return frequently. Vigyan Verma, founder of The Bottom Line, emphasizes the need for innovation to sustain excitement: “To keep clients interested, Zepto will need to constantly innovate through better customization, collaborations, or seasonal twists.”

Marketing and Measuring Success

Zepto markets its gift box strategy through creative storytelling and social media engagement. Brands participating in the initiative also promote their involvement on platforms like Instagram and LinkedIn, generating buzz and encouraging orders. During Christmas, Zepto’s campaign featured delivery partners as “Santa’s Santa,” adding a whimsical touch to the initiative.

The impact is measurable. “We’ve witnessed a clear spike in orders per day (OPD) and AOV,” Mendiratta shares. Brands report positive outcomes, with increased product trials and conversions. “We had a strong conversion rate among the sample group, with many returning to buy our products,” says Prasad of VS Mani & Co.

Sustainability and Future Potential

As Zepto continues to innovate, it’s exploring ways to make its gifting strategy more personal. Segmentation and consumer personas are among the suggested improvements. “Designing consumer personas—say, four or five prototypes—could make the gifts feel more meaningful,” Verma suggests.

Zepto is also expanding its repertoire with region-specific boxes and collaborations tied to seasonal events. “These efforts aren’t just about commerce; they’re about connection. And in a crowded market, it makes all the difference,” Karthik concludes.

Conclusion

Zepto’s collector gift boxes have transformed rapid commerce into an experience that delights customers and benefits partner brands. By combining thoughtful curation with strategic marketing, Zepto is redefining how brands connect with consumers, proving that even in the fast-paced world of delivery, small surprises can leave a lasting impression.

Author: Sonali kamble