Zulily has launched a gifting initiative that connects with consumers via text to help them find personally appropriate Mother’s Day presents.
Sign up on the website, and Zulilly texts questions about who the recipient is, then about personal preferences, defined as Hosting Friends and Family, Food & Cooking, Fashion & Beauty, Adventuring and Cozying up at Home. When a consumer picks one, Zulily sends a link back that connects to the abundant curated product arrays Zulily offers on its website.
The Food & Cooking link connects with the Foodie on the Zulily site, which provides a product selection including a Cook’s Essential 4-cup Vacuum Sealer Set; a wall-mounted Cuisinart Bottle Opener and Cap Catcher; an iDesign Chrome Alston Apothecary Jar; an OXO Good Grips Cast Iron Pan Brush; and an Emeril Lagasse Black Mandoline and Shredder. The Hosting Friends and Family choice connects with a curation that features everything from a Glass Pitcher and Stainless Steel Filter to a Nordic Ware Burger Serving Tray Set. The Adventuring group of products ranges from travel accessories to travel mugs. Cozying up at Home covers various comforters, throws and other comfort products.
Zulily is promoting the service as the For All Moms Gifting Advisor, or FAM, in partnership with actress and mother of two Busy Phillips. The focus is addressing what Zulily characterized as the new definition of being a mom and motherhood. Today, the company noted, single parents lead one-third of households and fewer than half of families live in a traditional framework, defined as a mom and a dad, according to Pew Research. In that case, selecting gifts may require some personalization that takes into account their particular lifestyles.
“We want to dedicate Mother’s Day to all those who mother: stepmoms, traditional moms, mothers-in-law, grandmas and all the mom figures who have loved and supported us. At Zulily, we want to offer the best savings so our customers can shop for and celebrate all the moms in their lives,” said Denise Jaeschke, vice president, integrated customer marketing at Zulily.