THG Ingenuity Launches Gift With Purchase Channel

Why It Matters

The GWP channel gives brands a data‑driven, performance‑based way to boost conversion and revenue without building their own media stack, reshaping online retail promotion strategies.

Key Takeaways

• External brands can run GWP campaigns via THG Ingenuity
• Campaigns boosted add-to-basket rates by 77%
• New brand partnerships grew 67% year‑over‑year
• CPA‑driven revenue rose 6% YoY
• Channel expands to partners through 2026

Pulse Analysis

THG Ingenuity, the technology arm of the THG Group, has turned its internal Gift‑With‑Purchase (GWP) model into a standalone retail‑media channel. By embedding the solution into existing e‑commerce sites, the platform lets third‑party brands insert curated gifts at strategic points in the shopper journey—typically after a product is added to the basket or during checkout. This data‑driven approach leverages THG’s consumer insights across beauty, nutrition and lifestyle verticals, allowing advertisers to target highly engaged audiences without building bespoke infrastructure. The move reflects a broader industry shift toward performance‑based media that directly ties promotional spend to measurable sales outcomes.

The first year of the external GWP channel delivered striking results. Campaigns run on THG‑owned LOOKFANTASTIC and Myprotein lifted add‑to‑basket rates by 77% and generated a 67% surge in new brand partnerships, indicating strong demand for the gifting format. Conversion improved by 1.1 percentage points, while cost‑per‑acquisition (CPA)‑driven revenue climbed 6% year‑over‑year, turning the service into a scalable growth engine for participating brands. These metrics demonstrate that a well‑timed, value‑added gift can not only increase basket size but also deepen brand loyalty in competitive online markets.

With the channel now open to selected external partners and a rollout planned through 2026, THG Ingenuity is positioning itself as a hub for performance‑focused retail media. Brands that lack in‑house media capabilities can tap into THG’s audience data, creative assets and fulfillment network, accelerating time‑to‑market for promotional campaigns. As more retailers adopt similar GWP models, the competitive advantage will hinge on data quality, integration speed and the ability to personalize offers at scale. Observers will watch whether THG’s approach spurs broader industry adoption and reshapes the economics of online gifting.