DON’T LEAVE GIFT CARD SUCCESS TO CHANCE Best practices to drive results
Overcoming the Challenges of Gift Card Marketing CHALLENGE #1
Cutting through the online clutter With ever-shortening attention spans, today’s consumer demands the quickest and easiest route to whatever they are looking for online. To boost gift card velocity through the growing eGift and digital gift card channel, it’s imperative that you raise the profile of your card programs online and cut through the clutter. Best practices: 1. Treat online gift card sales as the powerful revenue generator they are. Use your online real estate wisely by providing prominent links for gift card purchases in key website locations such as headers and footers. 2. Seasonality sells. Don’t forget to feature seasonal gift card promotions that drive occasion-related sales and gifts. 3. Use pull tactics, too. Be sure to incorporate promotional banners and digital advertisements to drive awareness and ease of purchase.
CHALLENGE #2
Differentiating yourself in a crowded gift card market As retailers have come to understand the revenue potential of gift cards and consumers have learned they make great gifts, competition has heated up tremendously. However, you can still differentiate yourself with innovative card designs and customization. Best practices: 1. Design matters, but don’t go overboard. Some merchants offer one card design while others offer 50. Depending on your audience and goals, determine a manageable number of card designs for your brand and execute them well. 2. Consider the power of customization. From adding photos or text to a card to delivering digital content with personalized video, the possibilities are nearly endless. Here again, evaluate the options available to you and create a plan that fits your brand and objectives.
3. Don’t forget about the carrier. Opportunities for customization and eye-catching designs aren’t limited to the cards themselves. Clever, high-impact carrier designs can deliver a memorable experience, add perceived value to the card and tell a more robust story for your brand.
CHALLENGE #3
Creating a great online transaction experience In today’s Amazon Prime world, consumer expectations around shopping experiences have grown. To meet (and ideally exceed) these expectations, you must provide a variety of shipping options, a transparent purchasing process and confidence-inspiring communications every step of the way. Best practices: 1. Consider free standard shipping. It’s a small price to pay for a feature that many consumers now expect in an online shopping experience. 2. Since gift card purchases are often tied to an event, remember to provide shipping options for the lastminute shopper. By offering expedited, overnight and two-day shipping options for a fee, you open the door to more purchasing opportunities. 3. Communicate, communicate, communicate. Send clearly worded order and shipping confirmation emails to give the purchaser peace of mind that the transaction was processed correctly and can be expected to arrive on time.
CHALLENGE #4
Standing out in the mailbox A happy gift card recipient is the best promoter of your program. Make sure your gift card stands out in the mail by remembering that the package is part of the overall gifting experience. Best practices: 1. Consider fulfilling the gift card in a greeting-sized envelope. This not only adds a personal touch but avoiding a #10 envelope also reduces the risk that your card will be mistakenly thrown away with unwanted mail. 2. Take advantage of envelope real estate by branding it with your logo, colors or images. Even better, consider printing the purchaser’s return address on the envelope to create the look of personal correspondence, thereby enhancing the gifting experience. 3. Put yourself in the shoes of the recipient to ensure seamless giftability. Always audit the gift card experience to ensure that the entire package is assembled properly, personalized messages stand out and that the dollar value is obvious.
Putting these best practices to work No matter what type of gift card program you offer, the most important factor to consider is how you want your brand to be positioned in the marketplace. STEP 1 Assess your current program. Does it meet your own expectations? STEP 2 Study what others are doing. Does your program stand up to the competition and meet the expectations of your customers? STEP 3 Step back and examine your own identity with a critical eye. Is your brand being represented as well as it could be?
TAYLOR CAN HELP To derive the highest possible ROI from your gift card programs, take advantage of Taylor’s free gift card program audit. Contact our card program experts at 800.442.5254.
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