In the December issue of impulse magazine, Prof Marchand explores the question of whether companies should give their customers and employees Christmas presents this year from a marketing perspective.
Companies use gifts to express their appreciation to employees, business partners and customers. Such gifts encourage - often unconsciously - the recipient's willingness to give something back to the company (reciprocity), be it in the form of an order, a positive review or a recommendation. Gifts can also strengthen loyalty. In this way, they help to strengthen business and working relationships.
If you are unsure whether digital or analogue Christmas greetings are the better choice, it is worth pausing for a moment and imagining how you would react yourself: Would an email with Christmas wishes from a company really bring joy? And how different would it feel to hold a handwritten card in your hands? Even if the latter requires more effort, it leaves the recipient with a much stronger impression of appreciation.