If there is only one father, why do you communicate with them as if they were all the same?

In the past, we viewed the world as more homogeneous, and customers as a single entity, whom we could interest equally with a single message. Similarly, the father was the person to whom you could give a tie, socks, or cologne as a gift, without fear of making a mistake, because everyone would like it equally.

However, it is becoming increasingly clear that this is not true and that there are as many types of fathers as there are types of customers, which makes choosing a Father's Day gift increasingly complicated. Why not help your customers choose the perfect gift for their father on this special day?

Don't just set up a special Father's Day gift section in your store. Think about how you can bring real value to the buyer and help them choose the best gift.

First of all, keep in mind that the son or daughter, who is the person giving the gift, will probably be at a loss. They won't have much idea about what to give, what size to buy, or whether they're making the right choice. So help them by making it as easy as possible. The best thing is to know or identify their father, which you can do if the father is already a customer of yours.

Obviously, your son or daughter will need to give you some information so that you can identify them. So, suggest different loyalty initiatives, such as personalizing the gift, sending them an email afterwards with a discount coupon, or adding the points associated with that gift purchase to their customer account, to convince them to give you that information.

Once identified, use the information you have to offer gift recommendations. This way, you'll ensure that the buyer makes the right choice and thinks of you every time they need to buy a gift again.

If, on the other hand, the father is not your customer, you can help choose the right gift by asking several questions to learn a little more about the father's consumer profile. In addition, this is a good time to introduce yourself to this new customer (the father) through the gift his child is giving him, so make an effort to make a great first impression.

This person is going to receive a product from you, so the most effective way is to send them a message a few days later to find out if they liked the gift. Take advantage of that email to promote your brand, highlight its advantages, or offer them an incentive.

It may also be a good idea, whether the parent is a customer or not, to offer additional and exclusive services such as courses, exclusive events, user communities, etc. By offering these types of additional services alongside the product, it will be easier to stand out, surprise, and build loyalty among both parents and children by providing an unbeatable customer experience.