Responsible gift card: retail takes action!

Retail faces new challenges. Consumers now expect brands to incorporate sustainable practices into all aspects of their operations.

According to the “Responsible brands barometer” published in 2023, 76% of French people consider a brand’s responsibility as an important factor in their purchasing decision. 44% of them are willing to pay more for a brand that is committed to the planet and people.

However, more than half believe that brands are not doing enough for the environment!

It is in this context that the responsible gift card emerges as a necessary response to the current environmental challenges. But what do we really mean by “responsible gift card”? How can retail brands transform this traditional tool into a symbol of sustainable commitment?

In this article, discover how retail brands can reinvent their gift card program while contributing to a more sustainable future for our planet.

What is a responsible gift card?

The responsible gift card aims to minimize its environmental impact while meeting the sustainable expectations of consumers. And this throughout its entire life cycle!

Here are some key aspects:

• Physical cards use recycled materials or those from sustainable sources. This reduces the use of plastic, which poses recycling problems, and the associated carbon footprint from production.
• The production and shipping of physical cards have an environmental impact. Instead of producing and printing on plastic, brands like Françoise Saget, can send digital gift cards by email or SMS.
• Some gift cards can be linked to social initiatives. These may include programs supporting local communities or partnerships with charities. Moreover, brands like King Jouet, Nature & Découvertes, and Cultura, which offer their gift cards on the Hool platform, are concrete examples of companies integrating sustainability and social responsibility into their gift card programs.

What are the benefits of a responsible gift card for your brand?

By adopting responsible practices, you strengthen your brand image as a committed player.

Additionally, consumers are increasingly sensitive to these new issues. Offering eco-friendly gift cards can therefore strengthen customer loyalty to your brand.

Finally, in a competitive market, differentiation is essential! Offering eco-friendly gift cards can help you stand out from your competitors and attract environmentally conscious consumers. A real advantage for acquiring new customers!

How to implement a responsible gift card program?

Choose ethical suppliers

Select gift card suppliers who share your vision and are committed to using sustainable manufacturing materials.

For example, at Global POS, we partner with ISRA Card to offer eco-friendly materials (cards, gift envelopes, etc.). These materials promote the ecological and efficient management of forests!

Communicate your commitment to the largest audience

Clearly communicate your brand’s commitment to attract an engaged clientele. Inform your customers about the eco-friendly features of your gift cards. Opt for transparent communication about the sourcing of materials, manufacturing practices, and distribution methods. By doing so, you strengthen consumer trust by demonstrating real, concrete commitment.

Here are some strategies you can implement to help your customers recognize your commitment during their purchases:

• Gift cards can be identified by clear and distinctive labeling on the packaging or in the product description online. If you have certifications and labels, now is the time to display them!
• Provide detailed information about the eco-friendly features of your gift card on your website. Descriptions of materials used, sustainable manufacturing practices, information about social initiatives supported… Highlight yourself!

Offer eco-friendly products and services

The responsible gift card encourages recipients to opt for products or services that are respectful of nature and people. This thus promotes more responsible consumption.

Offering a responsible gift card program without associated eco-friendly products or services would be pointless! Don’t forget to include eco-friendly items in your offer.

Here are some examples:

• Highlight your eco-friendly range with special in-store displays. You can also create a dedicated page on your website.
• You can also partner with sustainable brands. This ties your gift card to the ethical values of your customers and encourages more sustainable consumption.

For example, Nature & Découvertes, through its Fondation’s website, communicates its commitment to associations working to protect wildlife and flora.

Establish strategic partnerships

Collaborate with environmental organizations or initiatives to strengthen your positive impact. Create mutually beneficial partnerships!

At Global POS, for example, we offer retailers a partnership with Hool. Hool offers e-gift cards and cultural vouchers that allow works councils (CSE), local authorities, and HR departments to support local or national charities for free!

Track your impact on the world!

Don’t forget to assess the positive impact of your initiatives. Waste reduction, promotion of responsible consumption… Find your own indicators!