Cover page

G I F T I N G S T R AT E G Y U P D AT E
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Carter’s Gifting Strategy Goal

Become the #1 gifting destination by

creating an easy and memorable
experience for gifters

G I F T I N G S T R AT E G Y U P D AT E
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 Current Gifting Market

•  Estimated size of gifting market = $1.5B

-  Appx 25% of baby apparel purchases are gifts

•  Competitive winners and inspiration

-  Product: Baby Gap, Pottery Barn Kids
-  Instore Experience: Gap, Janie & Jack
-  Online Experience: Honest Company, Monica + Andy
-  Registry: Target and Amazon
-  Packaging: Monica + Andy

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 Competitors

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 Competitors

G I F T I N G S T R AT E G Y U P D AT E
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 Competitors

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 Competitors

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 Strategy by Channel

eComm instore wholesale

•  P1 Build your own bodysuit bundles
Product •  P1 Curated gifts shops by mom’s style,
trends, themes and price point
•  P2 Pre-built bundles at a price point in
LBB, Events and Seasonal
•  P1 Launch new baby fixtures to
enhance existing product offering
•  P3 Explore offering best in class
product extensions, i.e. Sophie
the Giraffe
•  P2 Share recommended price
point bundles and laydowns
with wholesale eComm

•  P1 Gifting destination “love to give”
Experience
with site relaunch
•  P2 New branded gift boxes
•  P2 Gift givers guide to the best baby gifts
•  P3 DIY/Build your own gift with current
product; include inspirational ideas for
gift presentation
•  P1 New marketing highlights best in
baby, rotating product throughout
the year
•  P1 New branded gift box
merchandised with LBB
•  P1 New presentations and
marketing in store to highlight
LBB product

Marketing
G I F T I N G S T R AT E G Y U P D AT E
•  Deliver an ‘always on’ presence across our communications channels •  Deliver paid social opportunities
•  Highlight gifting in baby focused contacts (catazines, email, paid) to drive gifting
•  Identify and deliver on signals that trigger a gifting moment in social, paid and search •  Continue to build registry presence
and sampling
•  Explore gift bundles on Baby List
Timeline Key:
P1 = phase 1, July ‘19
P2 = phase 2, Sept ’19
P3 = phase 3, Spring ‘20
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 Site Experience

G I F T I N G S T R AT E G Y U P D AT E
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 Site Experience – NEW Snuggle Boxes

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 Site Experience – NEW Curated Looks!

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 Site Experience – Create a Classic Bundle

Kobe the Koala

Collection

Gracie the Giraffe

Collection

Every Baby
Collection

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 Site Experience – NEW Build a Bodysuit Bundle

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 Site Experience – Trending

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G I F T I N G S T R AT E G Y U P D AT E
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