Alex and Ani Wants to Help Stumped Holiday Shoppers @BeABetterGifter

The jewelry maker is using the Twitter account to offer suggestions from humans, not a bot

@BeABetterGifter Alex and Ani

Jewelry maker Alex and Ani unveiled @BeABetterGifter, a Twitter handle that will provide gift-giving advice to shoppers. However, the unique thing about @BeABetterGifter is that the advice will come from actual human beings—members of the company’s customer experience team—and not from a bot.

Alex and Ani is using Spredfast’s social listening tool to find tweets indicating that a person is having trouble deciding on gift purchases, whether or not those people follow the Alex and Ani Twitter account.

The company said its customer experience team will actively monitor real-time activity on Twitter curated by Spredfast via a list of holiday-relevant keywords—terms, hashtags, phrases—and team members will then initiate conversations to alert those people about Alex and Ani and its offerings.

Alex and Ani provided this sample exchange:

  • @JaneDoe: I have no idea what to get my sister this year. She is so hard to shop for!!
  • @BeABetterGifter: Hi, Jane! I’d love to help you find something special. Can you tell me a bit about what your sister loves? Then I can make some recommendations for you!

Each piece of jewelry from Alex and Ani is hand-crafted in Rhode Island. David Cohen is editor of Adweek's Social Pro Daily.