How Swap turned gifting into a growth engine across three global offices

Swap is a fast-growing ecommerce platform helping online retailers optimize their operations. As the team scaled from a UK-only business to a three-office global operation, Senior BDR Manager, Lauren Reeves, needed a gifting platform that could grow with them and actually get used.

We sat down with Lauren and one of her Senior BDRs, Jayne Wilkinson, to learn how they made Reachdesk a core part of Swap's outbound strategy and the results they've seen since going all in on gifting.

The challenge: Manual gifting with no visibility, no scale, and no impact

When Lauren joined Swap almost two years ago, gifting was already on the team's radar. They had a free platform, but the limited catalog meant nobody was using it.

Instead, reps were buying donuts, expensing Gail's coffee vouchers, and sending generic gift card links with no visibility into whether anyone even opened them.

Key problems with their previous gifting approach:

• No tracking on whether gifts were claimed, viewed, or clicked
• No way to measure conversion rates or campaign performance
• Limited gifting options made the experience feel underwhelming
• Impossible to scale as the team grew
• Manual expensing created administrative headaches

Lauren had used Reachdesk at a previous organization and knew exactly what she wanted to bring to Swap. Within her first two weeks on the job, she had built a case for Reachdesk.

The solution: A global gifting platform that’s scalable, trackable, and drives real results

Lauren's decision to introduce Reachdesk at Swap came down to three things: catalog variety, platform insights, and the people behind the product. Reachdesk offers:

• A wide catalog across regions: From a $15 Uber Eats voucher to premium champagne and AirPods, reps always have a relevant gift for every stage of the sales cycle, across the UK, North America, and Australia.
• Visibility and insights: Real-time tracking on opens, clicks, claims, ROI, and budget usage meant Lauren could coach her team on what was working.
• A HubSpot integration: Gifting activity logs directly against contacts and deals, making it easy to see whether a gift influenced a specific opportunity.‍
• Mass send capabilities: Campaign links let reps gift multiple prospects at once without generating a new link every time.

The rollout: From Reachdesk implementation to real adoption

Lauren's enablement approach was intentional from day one. Getting reps to send gifts isn't enough; they need to understand why and how. She achieved this by launching:

• Reachdesk-led enablement sessions: The team walked reps through the platform and showed them what a strong gifting message looks like, with the emphasis on starting a conversation, not pressuring someone into a meeting.
• Weekly Reachdesk champion awards: Lauren calls out the rep who has sent the most gifts each week, keeping it top of mind.‍
• Meeting attribution posts: When a rep books a meeting off the back of a gift, they post it in the team channel, building internal social proof.

The result? Gifting spread organically. The AE team saw what the BDRs were doing and asked to be included. Customer success followed. What started as a BDR-only tool is now used across the entire revenue organization.

Results: A gifting program that keeps growing alongside Swap

The numbers tell the story of a team that started strong and never slowed down.

Since launching Reachdesk in September 2024, Swap has seen strong deal progression driven by its gifting program:

• Sep–Dec 2024 (first 3 months): 470 gifts sent with a 19% claim rate, showing a strong foundation from the outset.
• 2025: 913 gifts sent (+94% YoY) with a 37% claim rate, reflecting both increased adoption and stronger engagement.
• 2026 (Jan–March, so far): 377 gifts sent with a 30% claim rate, already positioning the team for another record year in pipeline progression through thoughtful, timely gifts.

Lauren attributes the growth to consistency in philosophy rather than dramatic changes in approach.

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Campaign spotlight: The $10 coffee voucher that delivers the right moment at the right time

Swap's most reliable BDR play is also its simplest. 

Picture this, a prospect said they were overwhelmed. A Swap BDR sent a $10 coffee voucher and a no-pressure note about following up later. That single touch converts a cold, unresponsive prospect into a booked meeting often within hours.

But not all prospects are treated the same. Lauren's playbook scales the gift with the relationship:

• Cold prospects: Coffee or Uber Eats vouchers. The goal is to show you're a real person, not to buy a meeting.
• Warm prospects: Cupcakes, brownies, something more personal once there's some rapport.
• Active pipeline: A personalized touch tied to a moment, a promotion, a new joiner, a launch. A bottle of prosecco with a note that doesn't pitch.‍
• Post-close: Seasonal gifting around Black Friday, renewals, and team milestones.

"The gift is important. But the link to what you're saying to the gift is definitely what's going to make the impact."

Looking ahead: Scaling gifting regionally, winning globally

With offices in London, New York, and Austin, Lauren is excited about running region-specific campaigns for the first time.

"It's going to be really fun to start seeing the regional differences. Super Bowl campaigns, Halloween in the States, Easter here. So much to play with."

Her advice to other BDR leaders considering a gifting platform:

"Stop thinking of gifting as something that has to give you an instant ROI. Gifting is about the long game. It's about standing out in a market that's getting filled with AI emails and AI cold calling. Being human is what makes you stand out now."

When choosing a platform, she recommends evaluating three things:

• Insights and reporting: Can you see what's working? Claim rates, click-throughs, spend, platform usage by rep.
• Inventory: Does the gifting catalog hold up across every market you're in now, and every market you're heading into?
• Enablement support: Will the vendor's team help you train your reps and keep the program fresh? You can't hand reps a tool and expect them to use it well without guidance.

Reachdesk ticked all the boxes.

"I've known Reachdesk for over six years. The tool has gotten better and better. But what I love most is that you're not just buying software. You're buying a team of gifting experts you can actually work with. That is what you're getting with Reachdesk."