GIFTING EXPERIENCE
GIFTING EXPERIENCE
GIFTING EXPERIENCE
COMPANY
COMPANY
COMPANY
Blinkit
PRODUCT TYPE
PRODUCT TYPE
PRODUCT TYPE
Part of consumer app
Part of consumer app
Part of consumer app
Blinkit’s Personalized Gift Bag Feature – Enhancing Gifting Convenience
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INTRODUCTION
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Why built this feature
Quick commerce is built for speed. But what about emotions?
Every day, thousands of people ordered chocolates, snacks, and drinks from Blinkit, not for themselves, but as gifts.
But there was one big problem:
💔 It didn’t feel like gifting.
No special packaging, no personal note: just a Blinkit brown bag.
At the same time, Blinkit’s business team wanted high-margin products to increase revenue.
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DISCOVERY
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Discovering the problem
We noticed three things in our data:
Huge spikes in chocolate, sweets, and premium product orders during festivals.
Many orders were being sent to different addresses, meaning users were sending gifts.
Many users insights: A few were calling delivery riders and asking them to tell the recipient, "This is a gift" & many carts were observed with gift wrapping papers & the premium products.
💡 Clear Insight: People were already trying to use Blinkit for gifting. We just weren’t making it easy for them.
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COMPETITOR ANALYSIS
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Competitor analysis
Amazon & Myntra: Offers gift wrapping but takes longer to deliver.
Swiggy Instamart & Zepto: No dedicated gift packaging option.
Ferns & Petals: Focuses only on gifting but lacks instant delivery.
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DATA INSIGHTS
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Current metrics
Orders with gifting intent
8%
Repeat purchases from gift senders
23%
Average Order Value (Gifting orders)
₹430
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BRAINSTORMING IDEAS
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Other ideas we considered before choosing gift bags
Before landing on Gift Bags, we considered other options:
Pre-made Gift Bundles: Required too much inventory management.
Handwritten Notes: Difficult to scale with Blinkit’s fast delivery model.
Letting Riders Say a Custom Message: Unreliable, inconsistent & not in control.
Letting Riders Play a Role: Bit of an effort in planning and aligning.
Personalized Gift Bag & Message: Simple, scalable, and high-value.
💡 Why This Worked: No extra SKUs, low operational cost, and an easy user experience.
A Personalized Gift Bag that users could add at checkout!
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SCREENS
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Blinkit’s Personalized Gift Bag Feature – Enhancing Gifting Convenience
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IMPACT
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Impact
Orders with gifting intent
15%
+87%
Repeat purchases from gift senders
31%
+35%
Average Order Value (Gifting orders)
₹510
+18.6%
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CONSIDERATIONS
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Deciding which products were eligible for gift packaging
Not every Blinkit product could be packaged as a gift. We ensured that:
Items fit inside the bag without damaging it.
They aligned with gifting behavior (luxury chocolates, dry fruits, premium beverages).
Excluded: Fresh fruits, onions, ice creams (could melt or damage packaging).
💡 Smart Product Selection = Better UX + Minimal Operational Complexity.
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KEY TAKEAWAYS
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Key takeaways
Higher Conversion Rate: More people opted for gifting due to its convenience.
Increase in AOV: Users added extra items like chocolates & greeting cards.
Festival-Driven GMV Growth: The feature capitalized on seasonal spikes (Diwali, Christmas, Valentine’s Day)
A simple upsell feature increased both user engagement & revenue.
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FUTURE ENHANCEMENTS
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Future Enhancements
Occasion-Based Curation:
Auto-recommendation of gift-friendly combos (e.g., “Birthday Bundle” with chocolates + greeting card).
Theme based Personalized Greeting Cards:
Users can choose a theme of a greeting card & type message on it.
Gift Scheduling Feature:
Allowing users to pre-schedule a gift for a specific date & time.
AR-Based Virtual Gift Preview:
Users can see how their order will look before confirming.
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FINAL THOUGHT
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Blinkit is now a go-to platform for last-minute gifting.
With gifting now part of Blinkit's core offering, we’ve unlocked a new category, new users, and new moments, all built on the same Blinkit promise: delivered in minutes.
This will hide itself!
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This case study is optimized for desktop viewing. Kindly access it on a larger screen.
Blinkit’s Personalized Gift Bag Feature – Enhancing Gifting Convenience