[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
Brands are constantly looking for marketing levers to engage and convert their audience. Gift cards<\/strong> are one of the most popular tools for boosting brand awareness and encouraging purchases or repeat purchases<\/a>. <\/span><\/p>\n They are widely adopted by retailers, from fashion to restaurants, not forgetting supermarkets<\/a>. However, gift cards are also used by smaller brands to engage their audience<\/strong>. They are all the easier to mobilise as part of an omnichannel customer experience. They can be physical or digital. <\/p>\n <\/span><\/p>\n In this article, we’ll be sharing how to strenghten your relationship with your audience<\/strong> using gift cards. We’ll explore ways of gamifying a gift card program and making the experience interactive and engaging. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.2″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n In 2024, brands reported an increase of almost 25% in gift cards purchases<\/a>. Gift cards are no longer reserved for the festive season, when they are given as Christmas presents<\/a>. It is now becoming more widespread<\/strong> during high points such as sales, Black Friday, Mother’s Day and Valentine’s Day (when consumers want to give pleasure or treat themselves). <\/span><\/p>\n Another new development is the dematerialisation of gift cards<\/strong>. Long confined to physical shops, they are now exploding in e-commerce. According to a Global POS analysis, the average value of gift cards activated on the web has riser from \u20ac50.73 to \u20ac59.56 in 12 months, an increase of 17.42%! <\/span><\/p>\n For consumers, they are becoming the preferred method of payment<\/strong>, both in retail and online. The distribution of market shares remains equivalent, with fashion leading the way in terms of usage. Nevertheless, we are seeing an increase in purchases made using this methods of payment during the sales period, demonstrating the growing importance of gift cards in consumer habits. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.27.2″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]As well as being popular with shoppers, gift cards also offer benefits for brands<\/b>. Theses include: <\/span>[\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Gift cards are an opportunity for brands <\/span>to increase their sales<\/b>. This is an advance payment that is not always used by its holders. According to CEB TowerGroup, <\/span>10% of gift card balances<\/span><\/a> remain unused, which represents a considerable margin. In one year, a brand like Starbucks can make a profit of 1 billion dollars from unused gitf cards. <\/span>Buyer who use these cards<\/span> generally spend more than the initial amount,<\/b>increasing the company’s revenues. 61% of consumers who opt for this payment method spend more than thier balance. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Many of the customers who buy a gift card are new customers. It is therefore <\/span>a lever of brand awareness,<\/b> which capitalise on recommendations to boost visibility. Overall <\/span>, gift cards reduce acquisition costs. The brand <\/span> takes advantage of the visibility and traffic of other brands<\/b> to raise its profile by placing its gift cards in a distribution network (or on platforms such as<\/span> my gift card).<\/span><\/a>). C\u2019est d\u2019autant plus efficace quand elles sont affich\u00e9es \u00e0 c\u00f4t\u00e9 de celles d’entreprises comme Amazon ou Netflix. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Gift cards<\/span> improve the shopping experience<\/span><\/a> by offering<\/span> consumers greater flexibility<\/b>. They benefit from greater flexibility of choice, and the dematerialisation of cards simplifies their use. <\/span>This tool can also be a way of<\/span> strengthening the loyalty program<\/span><\/a> and make it stand out from the crowd. By sending them to customer who cross a threshold (or number of loyalty points), brands can increase the repurchase rate. It’s a <\/span> way of strengthening the relationship with our most committed customers<\/b> by rewarding them with an e-card.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n The use of gift cards enables retailers to<\/span> improve<\/b> their customer knowledge<\/b>. They are able to track purchases and collect data (the time between the purchase of the card and its use, the amount of the purchase, the products or services purchased, etc.).<\/span> <\/p>\n Dematerialised gift cards, sent via an email campaign (as part of a loyalty program), can be used to <\/span>refine these analyses<\/b>.. L\u2019entreprise peut suivre le parcours client et calculer son ROI. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/11\/galeries-lafayette-cartes-cadeaux.webp” alt=”Galeries Lafayette – Gift card give away” title_text=”galeries-lafayette-gifts-cards-give-away” align=”center” _builder_version=”4.27.3″ _module_preset=”default” custom_padding=”52px|88px|52px|88px||” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.27.2″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n How to gamify gift cards to boost buyer engagement<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n While the gift card is a tool for expanding and engaging its audience, it remains<\/span> a competitive arena<\/b>. To stand out from the crowd, brands can enhance the experience by opting for gamification.<\/span> Gamification<\/span><\/a> strengthens<\/span> the interaction between the company and the consumer, <\/b> through playable formats and attractive rewards. In the context of a gift card program, this can take the form of: <\/span><\/p>\n <\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”conclusion” _builder_version=”4.19.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_4_font_size=”20px” custom_margin=”||30px||false|false” global_colors_info=”{}”]<\/p>\n Conclusion<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n\n
The explosion of gift cards as a mtehod of payment<\/strong><\/h2>\n
What are the advantages of gift cards for brands?<\/h2>\n
A significant increase in revenues<\/strong><\/h3>\n
An opportunity to acquire new customers <\/strong><\/h3>\n
A lever for customer retention and loyalty<\/strong><\/strong><\/h3>\n
A tool for collecting customer data <\/strong><\/strong><\/h3>\n
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