With its omnichannel gift card program, La Fée Maraboutée offers French customers a seamless and enjoyable shopping experience, both in-store and online. A solution designed to drive performance.
A French brand with a timeless style
La Fée Maraboutée is a women’s fashion brand founded in 1996. Its inspiration comes from travels, encounters, and cultural blends.
Each collection tells a story, combining fine fabrics, flowing cuts, and refined details. This creative vision shapes a timeless style designed to last beyond seasonal trends.
We want to offer our customers pieces that stay with them over time, combining comfort, style, and authenticity
Cloé Volle – Marketing Coordinator at La Fée Maraboutée
Today, the brand has over 110 stores in France and internationally, as well as a high-performing e-shop. Through its stores and online shop, the brand reaches a loyal customer base while also attracting new shoppers who value elegance and quality.
A gift card program designed for all channels
In May 2025, La Fée Maraboutée reached a key milestone by launching its omnichannel gift card program.
The goal: to offer a modern, accessible payment method that can be used both in-store and online.
Three major challenges guided this launch:
- Meeting strong customer demand : a highly anticipated product that makes it easier to give or treat oneself.
- Ensuring a seamless experience : smooth usage across all channels.
- Creating a growth driver : attracting new customers, increasing average basket value, and generating additional sales.
Our customers wanted to give and use a gift card without wondering if it would work in-store or on the e-shop. Omnichannel was the obvious choice to offer them this freedom of purchase.
Cloé Volle, Marketing Coordinator at La Fée Maraboutée
Easy2Play : the ideal gift card solution to unify the customer journey
To bring its gift card project to life, La Fée Maraboutée relied on Easy2Play, Global POS’s gift card solution.
This platform centrally manages both physical and digital gift cards. It also ensures perfect synchronization between POS systems and e-commerce.
We needed a simple, reliable solution fully integrated with our existing tools. Easy2Play met our expectations while making management easier for our teams.
Cloé Volle – Marketing Coordinator at La Fée Maraboutée
The benefits identified from the start:
- Seamlessness : a single gift card works instantly across all touchpoints.
- Ease of management : an intuitive tool that minimizes handling and reduces the risk of errors.
- Dedicated support : a responsive and expert team ensuring a smooth deployment.
A smooth and fast deployment
The project was deployed within a few weeks, thanks to close collaboration between La Fée Maraboutée’s teams and those at Global POS.
Specific training was provided to in-store teams to ease the adoption of the tool and standardize practices.
The technical integration was seamless for customers, who were able to purchase and use gift cards immediately, both online and in any of the 110 stores.
Tangible results already visible
Although the program is still young, the initial indicators demonstrate its effectiveness:
- Gift card revenue up by 11%, with an average basket value increasing by 19%.
- Additional revenue up by 141% compared to the initial loaded amount.
- 67% of digital gift cards are spent in-store, highlighting the importance of the physical shopping experience.
More than a product, a strategic tool
The gift card program is not just a service customers expect, it’s also a powerful marketing and sales driver.
It enables:
- Attracting new customers who discover the brand through a gift.
- Encouraging additional purchases beyond the card’s value.
- Building loyalty by offering a convenient and rewarding solution.
Ambitious prospects
Building on this promising start, La Fée Maraboutée plans to:
- Strengthen the omnichannel experience by optimizing the usage journey.
- Offer customizable gift cards (designs, messages, formats).
- Expand the B2B offering to company committees, corporate gifts, and strategic partnerships.
The gift card is a powerful tool to build loyalty, attract new customers, and create new opportunities, especially in B2B. We are only at the beginning of its potential.
Cloé Volle – Marketing Coordinator at La Fée Maraboutée
La Fée Maraboutée’s gift card program combines customer experience, sales, and innovation, while staying true to the brand’s DNA.
