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11/24/2021

Peet’s Coffee launches digital gifting in time for the holidays

Dan Berthiaume
Senior Editor, Technology
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Peet’s Coffee products can now be delivered as digital gifts.

Peet’s Coffee is making its coffees available as personalized digital gift experiences.

The omnichannel coffee retailer is partnering with digital gifting company GiftNow, a Synchrony solution, to enable customers to choose a coffee or gift item on its e-commerce site, and then select the GiftNow button for digital gift wrapping and the option to include a personalized greeting or video. The gift notification will be sent to the recipient by email, text or Facebook messenger; and can also be printed out for in-person delivery.

The recipient will then be notified with a personal digital unboxing experience. Recipients can exchange or modify their gifts before they are roasted or shipped, including customizing the grind or changing the pre-selected blend. Coffee gifts will be shipped within 24 hours of roasting, or shoppers can choose from tea, coffee gear, or other Peet's products.

Customers can digitally deliver GiftNow orders instantly, or schedule them for a later time. The GiftNow digital gifting option is available on purchases of $10 or more on Peets.com. 

A number of other retailers in various verticals are also partnering with GiftNow to offer digital gifting services. Examples include FTD, as well as  TargetCrocs, and Dover Saddlery.

Peet’s Coffee has been engaging in ongoing efforts to increase its digital and mobile customer services. In June 2021, the company made the first major changes to the Peetnik Rewards program since its initial launch in 2017, including the ability to earn rewards faster, expanding the range of rewards offered, and making the program more mobile-centric.

This followed the expansion of a pilot of on-demand delivery with DoorDash by introducing delivery in its app on iPhone and Android in August 2020. App users can receive contactless delivery, and also have access to the Peetnik Rewards loyalty program.

"Creating an unparalleled customer experience has always been Peet's mission," said Justin Brennan, VP of digital marketing and e-commerce, Peet's Coffee. "We're excited about the ability to gift the perfect coffee for each palette and hope that giving our customers the ability to personalize the Peet's Coffee gifting experience will make their holiday shopping easier and more fun. And ensure that everyone unwraps a gift they'll love."

"Brands of the future must deliver customized and differentiated experiences that directly map to consumers' needs in the moment," said Pari Raccah, GM for GiftNow at Synchrony. "Leading merchants like Peet's are seeing the value of a holistic, integrated gifting solution as a way to build loyalty and serve customers in new ways. GiftNow provides Peet's the chance to reach more customers by simplifying the gifting process and delivering the gift of fresh roasted coffee in a more meaningful and personalized way."

Based in Berkeley, Calif., Peet’s Coffee operates over 300 stores in the U.S., and also makes its products available via grocery, on-premise, and e-commerce channels.