The gift-giving season is almost upon us. Not to mention a few key shopping holidays where people pile as much in their carts and hunt for great deals.
If you are a small business owner or a manager at a large retailer, this is a piece of pie that you are definitely going to want to get in on.
While shoppers may not always have the perfect gift in mind, they most likely have an idea what store to get it from. Whether it’s their favorite store, or the recipient’s favorite store – they usually bee line it for one that they’re familiar with.
Unfortunately, if they are unable to find that perfect gift, they may move on to another store. Thus, you lose out on potential business.
There are ways to attract those lost sales and bring them back, as well as increase your consumer base and potentially increase brand awareness. Gift cards have not lost their value as a marketing tool or as a quick and easy gift idea for shoppers. Below are a few ideas on how to make your gift cards memorable and use them to increase your consumer base.
- Keep them new. That’s right. Don’t keep the same gift card design year in and year out. Your consumers will become “visually bored” and pay less attention to them. Even if you place your gift cards right by your register – it is likely that they will become too mundane. Think about Target, They release new gift cards each season. This is all part of their strategy. Their gift cards are almost collectibles. Even after the gift cards have been used, sometimes people hang on to them. This behavior can serve as your businesses reminder for future gift card purchases, or maybe your consumers will want to splurge on themselves a little.
- Use them for promoting your brand. Along with keeping them new, keep them within your brand identity. This includes colors, design elements, and fonts. If you travel outside of the brand identity, the gift cards are not living up to their full potential as a marketing tool.
- Keep them in sight in your store. While it’s convenient to place them right by the register, it’s also expected. If you sell greeting cards or thank you cards, it might not be a bad idea to place your gift cards there as well. Think of some other unique places that could serve as an “attention grabbing” location for your gift cards. Somewhere that is not too wacky, but subtly reminds them that you do in fact sell these great gift cards. **Caution: make sure you have an “activation” system so someone doesn’t make off with $50 or $100 gift cards that are pre-activated.**
- Employees encourage Gift Card Sales during the holidays. In addition to keeping them in sight, keep in mind your sales people and cashiers are in a great position to remind your customers that gift cards are a great gift idea this holiday season. Starting this conversation casually helps lighten the mood so there isn’t such a hard sales pitch during this conversation. Draft up some ice breaker conversation starters that your employees can use when greeting customers at check out to encourage gift card sales. The best time to start this conversation is shortly after Halloween as people start to become aware of holiday ads.
- Host Competitions/Giveaways. During the holidays is a great time to encourage gift card sales. One way is to create buzz about your gift cards. Create a competition in your store, online, or by using social media. This could be a drawing that the buyer is entered in once buying a gift card for their own gift card of a certain dollar amount. It could also be “design our holiday gift card and win”. Any type of activity you can think of that will engage consumers in promotions and encourage gift card sales. Even if they don’t win, they have still purchased a gift card.
- Attach them to Points Programs. What are the three R’s of recycling? Reduce, REUSE… No one ever said your gift cards can’t be multi-purpose. Although you should have some kind of distinguishing marker or sticker to add to the gift cards once they’ve been added to a points program. This also gives the receiver of the gift card the ability to become a loyal customer. Then everyone’s happy.
- Package them in well - designed presentation. There is no doubt, gift cards are a marketing tool. Because of this simple fact, be design conscious about everything that surrounds your gift card. Packaging is very important. Decide how you will present your gift card; will it be hanging on a hook in the store? Are your employees handing them out? What ever the case there are many different options to consider. You can get them wrapped up in nice envelopes with bows on them, or with a simple die-cut hole to hang them in that unique place in your store.
- Make them re-chargeable. Back to the three R’s of recycling. REUSE. Just because a gift card is received, why end it’s life after it’s original purpose is fulfilled? Allowing your gift cards to be rechargeable will encourage your customers to come back for many repeat visits to your store. It can also serve as a form of in-store credit. Parents can grant their kids access to a store and keep them on a budget, without worrying about a credit score, or the kids spending too much.
If you are looking for some more gift card ideas or some template ideas, check out our gift card template download gallery to some great ideas for design, template and even presentation ideas. And get ready, the holidays will be upon you before you know it.