Alex and Ani unclasps omnichannel Mother’s Day push on Instagram

Mobile Commerce Daily – Alex and Ani is continuing its omnichannel shopping strategy with ads on Facebook and Instagram promoting an in-store gift-with-purchase offer and featuring a Mother’s Day-themed video and a button that clicks through to a store locator for convenience.

The jewelry retailer is attempting to capitalize on Mother’s Day sales by enabling shoppers to receive a complimentary charm with each purchase of a necklace, giving them ample gift ideas prior to the holiday this weekend. Introducing sales promotions to coincide with major holidays is a smart move for accessories brands, as consumers on the prowl for the ideal present will be more receptive to social media ads and purchase incentives.

“Tying campaigns to a holiday, like Mother’s Day, gives consumers another reason to shop and makes it easier to select the right gift for the holiday,” said David Naumann, director of marketing at Boston Retail Partners. “Shoppers sometimes find it hard to find the right gift for their mothers and when there is a special gift with purchase, it makes the decision more attractive.”

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