Elery Pfeffer is CEO and Founder at Nift Networks, a gifting platform that helps brands discover new customers through gifts at key moments of the consumer experience. He’s also a Didit client. I was happy to catch up with him to talk about the Nift platform, which aims to disrupt traditional advertising by matching consumers with brands they may like through gifting, rather than relying on transactional content-for-attention models.
We talk in depth about Nift’s matching algorithms, which link consumers with relevant brands based on location, interests, and purchase history. The platform provides genuine human interactions through thank-you notes and self-reported consumer data. Its guided search functionality helps consumers make informed purchasing decisions within a closed ecosystem, building intent to go to the brand they ultimately choose.
Elery and I chat about the unique value proposition of the Nift platform; as he notes, “if you’re a business that has, let’s call it a million monthly active users that really engage with your business, and it could be anything from an airline to a local restaurant chain to an ecommerce site, and you’d really like to promote good will with your customers and maybe promote some behavior you’re missing, then you’d want to get them a Nift. Because the Nifts are fully funded by the advertisers. It’s not going to cost you anything to get a Nift out; it’s going to require thought on when to give it and what, but other than that the typical cost associated with a loyalty program is gone, and the advertisers are happy to fund this cost because most of it goes to your consumer, and they get to have a new customer try their business out for the first time, which is better than what you get in other digital channels.”
Our conversation emphasizes the importance of understanding the audience, differentiating gift cards from other marketing channels, and strategically allocating CPA targets to ensure a delightful consumer experience while maintaining brand value. We also converse about the role of Nift in connecting publishers and advertisers, the importance of effective leadership and decision-making in a rapidly growing company, and Nift’s future plans and potential to show gratitude to customers at key moments.
