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Good morning,
A gift shopper does not need more products to browse.
They need confidence that the product they choose will suit the person receiving it.
Aesop tries to solve this with a three-question Gift Finder. The concept is strong. But the recommendations reveal the standard every quiz must meet: each extra question should make the final answer feel more personal.
Today:
We break down Aesop’s Gift Finder and where its recommendations fall short, show you how to catch repeat orders before they ship separately, cover three changes affecting shipping, reviews and retail data, and release cash from one slow-moving product.
Today’s Deep Dive
How Aesop Helps Shoppers Find the Right Gift
Buying a gift creates questions a normal collection page cannot answer.
Will they like it? Is it appropriate? How much should I spend?
Aesop’s Gift Finder helps shoppers decide through three questions:
What is the purpose of the gift?
Who are you buying for?
How much do you want to spend?
The answers produce a smaller set of recommendations.
Each answer changes what Aesop asks next
The first question asks why you are buying the gift.
You can choose to say thanks, express affection or prompt a knowing smile.
Aesop then changes the recipient options based on the purpose selected.
The journey works in sequence:
The purpose establishes the occasion.
The recipient options adapt to that purpose.
The budget filters the final recommendations.
Each answer gradually narrows the catalogue.
Where AESOP falls short
I think the Gift Finder is a powerful idea, but the recommendations fell short of what I expected.
The branching questions create a thoughtful experience. I would happily answer more if the final recommendations felt more personal.
A stronger finder could ask about:
The recipient’s interests or habits
The products they already enjoy
Relevant tastes, styles or concerns
A narrower budget
Whether the shopper wants a safe choice or something unusual
Every answer should remove unsuitable products. The results should also explain why each recommendation fits the recipient.
What to copy
Do not send gift-focused traffic to your entire catalogue.
Ask for the details needed to narrow the decision. Let each answer shape the next question, then explain why each recommendation suits the recipient.
The quiz can be longer when the result feels genuinely personal.
Include several price points and offer a gift card when the shopper still cannot decide.
A useful gift finder gives shoppers the confidence to stop searching and buy.
Presented by Fast Simon
Your Store Should Not Look the Same to Every Shopper
Your merchandiser decides which products to feature, which collections to push and which inventory needs attention.
But every shopper arrives with different interests.
Showing everyone the same collection in the same order means relying on one version of your store to convert every type of customer.
Fast Simon adds personalization to your existing merchandising strategy. It uses real-time behaviour and catalogue context to tailor collection pages, campaigns and search results for each shopper.
Your team remains in control of the brand, collections and inventory priorities. Fast Simon handles the moment-to-moment adaptation while respecting stock, sizing and seasonal constraints.
Instead of manually building more collections, your team can make one strong merchandising decision and personalize how it appears across the store.
Brands including Juicy Couture, Steve Madden, HEYDUDE, Retrofête and Ally Fashion are already using Fast Simon.
The How-To
How to Catch Multiple Orders Before They Ship Separately
Customers sometimes place an order, then return a few hours later to buy something else.
If both orders reach fulfillment separately, you may pay for two packages and two shipping labels. Shopify Flow can catch these orders and place them on hold so your team can ship them together.
Step 1: Open Shopify Flow
From your Shopify admin, go to Apps → Flow.
If Shopify Flow is not installed, install the free app first.
Step 2: Find the Workflow
Select Create workflow, then Browse templates.
Search for:
Hold fulfillments if a customer placed multiple orders in 24 hours
Step 3: Review the Automation
The workflow checks whether the same customer has placed another order during the previous 24 hours.
When it finds two or more orders, it:
Places the fulfillments on hold
Adds tags to the affected orders
Prevents them from being shipped separately
Step 4: Turn It On
Select Install, review the workflow and click Turn on workflow.
When an order is placed on hold, your fulfillment team can review the matching orders, combine the shipment and release the hold.
You may also choose to refund one of the shipping charges, depending on your policy.
The result: fewer unnecessary packages, lower fulfillment costs and a better delivery experience.
While You Were Building
In the Headlines
FedEx has adjusted its U.S. international demand surcharges and introduced additional fees for non-standard packages. If you ship internationally, oversized or unusually packaged products, recalculate your landed shipping costs before holiday volume increases.
Brands can automate how product reviews are uploaded and managed instead of relying solely on review files. If your reviews are not appearing beside your Shopping listings, ask your reviews provider whether it plans to support the new connection.
Commerce audience sharing enables retailers and marketplaces to make customer segments available to advertising partners through Google Ads. If wholesale is becoming an important channel, ask retail partners what audience data they can make available before committing additional co-op marketing spend.
On Socials
Creator fees look expensive when judged against the first week of spend. If partnership ads remain productive for longer, the better question is how much revenue the creative produces across its usable life. Negotiate sufficient usage rights and measure creator assets over months, not just their launch CPA.
Ideas Worth Stealing
Hero Cosmetics Rewards Customer Research
Hero Cosmetics gives loyalty points for completing its skincare quiz and participating in Skin Squad missions.
Customers move closer to a reward while the brand learns about their skin concerns, routines and product preferences. Instead of repeatedly paying for outside research, Hero turns customer feedback into part of its loyalty program.
Add one useful survey or preference quiz to your rewards program, then give customers points for completing it.
Daily Growth Rep
💰 Today’s Growth Rep: Release Cash From One Slow-Moving Product
Find the product holding the most inventory that has not sold in the past 30 days.
Multiply the remaining units by the landed cost per unit. That is how much cash is currently trapped in the product.
Why this works:
Slow inventory restricts cash flow
Storage costs increase the longer it sits
One focused action is easier to measure than a storewide sale
Your rep:
Identify one slow-moving product
Calculate the cash tied up in it
Add it to a relevant bundle, use it as a threshold gift or run a controlled markdown
Reduce or pause its next purchase order
Report: “Cash Released.”
One slow product. One decision made.
Presented by Hubspot
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