The Problem/Opportunity More and more people are embracing the idea of giving gift cards and gift certificates for the convenience they afford, especially to those who are unsure of what gift to buy. The Solution Take advantage of the demand for online gift cards and gift certificates to boost sales. Gift certificate providers, such as GiftTango.com, can help you provide virtual gift certificates through email and mobile forms. Some, like Cashstar.com, even offer features for customization and either online or in-store redemption. Maximize your gift card and gift certificate program by taking into account the following considerations:
Place the gift cards and gift certificates in a conspicuous place on your site (and storefront, if applicable). Make it easier for your customers by listing your gift cards by category on your homepage and navigation bar.
Mention online gift cards and gift certificates in your newsletter or in a dedicated email. Remind customers that gift cards and gift certificates are a convenient, one-size-fits-all option, especially for last minute gift giving.
Be sure to spell it out any special conditions, for example, if there’s an expiration date, and include these details in the product description.
Motivate customers to purchase gift cards and gift certificates online. One effective strategy is offering a bonus amount, such as giving an extra $10 with purchase of a $100 gift card.
Some people still view gift cards as too impersonal. Offset this notion by offering a selection of e-cards (for virtual gift cards) and the option to add special notes to their orders.
In the Long Run Gift cards and gift certificates encourage brand loyalty among customers. It is also an effective strategy to gain new customers and ring up additional sales, especially during the holidays. Getting to “eCommerce heaven” is a marathon, not a sprint – but you can get better every week.
By: Shirley Tan
Gift Cards and Gift Certificates Checklist