The pressure to give the right gift is high, particularly around the holidays. Gift-givers want to offer something that’s curated to inspire the right emotions, and personalized to the recipient’s interests. Nearly half of shoppers report that they don’t know what gifts to buy this holiday season – and to get it right, they need help from the brands that they trust.

Indigo Books & Music, Canada’s largest book, gift, and specialty toy retailer, has built a solution that’s powered by Mirakl: Thoughtfull, a new online gifting platform that aims to transform the way that people discover and select gifts. It’s the first marketplace of its kind, providing curated gift recommendations based on the recipient’s interests and how the gift giver wants them to feel. 

The concept of Thoughtfull grew out of intensive market research, conducted by Indigo, which demonstrated that Canadians are overwhelmed by where to start when it comes to choosing a meaningful gift. The combination of seemingly endless options and a lack of time has made thoughtful gift-giving a daunting task, particularly for gift-givers who want to offer unique and personal gifts.

Thoughtfull solves that problem, leveraging Mirakl’s turnkey marketplace solution to bring together unique products and exceptional experiences in an entirely new curated gifting experience. The site’s guided navigation service, the Thoughtfull Assistant, asks questions about the recipient and offers custom gift suggestions based on what the user shares.

Thoughtfull mockup

The Thoughtfull Assistant in action

Guidance in selecting gifts is just one of the innovations that the gifting marketplace delivers. Half of holiday shoppers think that experiential gifts are better than tangible items, and Thoughtfull’s offerings are designed to make that easier. In addition to unique products that ship nationwide and same-day delivery of digital gifts, Thoughtfull offers standout experiences from a broad network of vendors (currently available to shoppers in the Greater Toronto Area). 

For the pastry lover in your life you can purchase cooking classes at Le Dolci Bakery in Toronto. For the wannabe pilot, you can give the opportunity to fly a Boeing 777 in the UFLY Flight Simulator. Other gifts include a sushi-making workshop with Chef Sang Kim, a personal wellness retreat at Cedar Healing Arts, and a seasonal floral arrangements & wreath workshop at South Pond Farms – all curated by a team of curators who have sourced unique products, standout experiences, and socially conscious finds from local merchants and those around the globe. 

Thoughtfull screenshot

Thoughtfull offers unique experiences for the loved ones in your life, sold by local merchants.

“With Thoughtfull, Indigo is blazing a new trail,” said Adrien Nussenbaum, co-founder and U.S. CEO, Mirakl. “We’re thrilled to see Thoughtfull leverage the flexibility and agility of our technology to transform gift-giving for Canadian shoppers and are pleased to power this remarkable solution. This is another great example of traditional retailers embracing the marketplace economy to evolve their business.”

Thoughtfull is an exciting new iteration of the marketplace model, and one that’s sure to inspire more thoughtful gift-giving, from this holiday season to birthdays, anniversaries, and Christmases in the years to come.

Sara Matasci

Written by Sara Matasci

Content Marketing Manager at Mirakl

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