A full range of accessories is anchored by Vera Bradley’s signature printed bags


Lilly Pulitzer and Vera Bradley are looking to make gifting easier and more personal for online shoppers.

Both brands are teaming with e-gifting platform Loop Commerce, which already helps Coach, Macy’s, Neiman Marcus and Saks Fifth Avenue and others imbue their products with the benefits of e-gifting.

Loop’s “GiftNow” service allows shoppers to send a specific product as a gift to a recipient’s e-mail address and, once accepted, the giftee can select a size and color, or exchange the gift before it’s shipped.

Vera Bradley’s vice president of digital, Tom Giacalone, said the luggage and handbag brand is excited to be integrating the network ahead of Mother’s Day, but hopes the service will also open up the brand to new shoppers.

“Shoppers can now easily buy and deliver Vera Bradley gifts online anytime, anywhere, with confidence knowing the recipient will get exactly what they want,” Giacalone said.

Loop’s chief executive officer and cofounder Roy Erez said the service gives retailers the ability to “extend shopping days in a way that not only facilitates last-minute gifting, but also ensures consumers are sending thoughtful, personal gifts…without the risk.”

Erez said last year that gifts represented a $200 billion online shopping opportunity, and by offering a personalized gifting experience, retailers can drive new sales, attract new customers and get current customers to buy more often.

Since launching in early 2016, Loop has tripled the number of its retail clients and enhanced the e-gifting experience by offering occasion-themed gift notes, integrating Apple Pay and launching a loyalty program.

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