I have my gift cards....Friday, 10 June 2011 .... now what?It’s very easy to just treat gift cards as another in-store product. Remember that gift cards can deliver a high return on your investment, so follow some or all of this checklist to achieve your goal. 1) Merchandising
Gift cards have no value until activated; make sure you merchandise your cards at every opportunity using displays, signage, and shop front posters. By displaying gift cards near store tills, you can appeal to impulse shoppers. Reinforce the benefit of purchasing a gift card, “convenience” by placing cards and packaging at all highly visible, easily accessible areas.
2) Employee involvement
Include gift card information in all employee training material. All of your employees should understand your gift card offering (i.e. cards are reloadable, the stores that accept cards, the load values and the benefits to both the buyer and the receiver), as product knowledge is the paramount to sales. It may also be beneficial to introduce an employee reward scheme to help boost sales.
3) Website
If you don’t have the facility to sell gift cards online, utilise your website to create awareness of your gift card programme by setting up a page to include images of your gift card offering, the benefits of using your gift cards and navigation from your homepage.
4) Special promotions
Gift cards can be used as a tool to encourage customers to avail of special promotions. This can include trying out new products, a visit or return visit to your store during periods of importance to your business.
5) Returns
Your gift card has a multipurpose benefit, it can be used as a refund card, so don’t give cash back on returned items, use the card that way you keep the funds in-store.
6) Holidays
Take the necessary steps to increase awareness of your gift card programme during important holidays for your business (i.e.Christmas, Easter, Mother’s Day, Father’s Day, etc.) to increase your gift card sales. A few simple steps like introducing more seasonal carriers, increase the number of displays in store and run special seasonal promotions.
7) Out of store promotion
There are various options depending on your budget and current practice. Why not utilise your customer mailing or email list for direct mail efforts, run campaigns during holiday seasons and also incorporate on your website.
Success involves consistent, high quality planning and execution, regardless of your budget, across all aspects of your gift card programme.
KMcC
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