Vicinity Centres has launched a new online tool to help shoppers find the prefect gift this Christmas.

Located on shopping centres’ homepages, ‘GiftR’ asks a series of interest-based questions and users swipe right or left to answer. The final result is a selection of gift options available at the specific shopping centre, that are based on personality, rather than age or price.

Developed by SapientNitro Melbourne, the campaign is designed to capitalise on the increased number of visitors to the shopping centres’ websites at this time of year. Vicinity Centres found it had a very high volume of traffic to its websites during the Christmas period, but the relationship was one way, with customers mostly looking for opening hours and store listings.

SapientNitro was tasked with finding a process to add value and relevance for people visiting the site in a fun and creative way, with the goal of helping customers uncover what can be found in the centre.

“We’re very excited to bring ‘GiftR’ to our customers as it includes over 70 participating retailers with almost 1000 Christmas gift ideas,” said Nicole Imberger, marketing strategy director of Vicinity Centres.

The new ‘GiftR’ experience is designed to be used on a desktop computer and mobile devices.

“We believe ‘GiftR’ is a fun, emotive and interactive way to put our retailers’ products in front of our customers from any mobile device. This new approach to gifting will help new and existing customers uncover what’s on offer in our centres, and inspire more shopping visits,” Imberger said.

Vicinity Centres will donate $1 to charity The Smith Family each time a customer shares the ‘GiftR’ tool on Facebook or Twitter.

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