With an omnichannel gift card program, you offer a seamless and frictionless experience. This powerful tool increases customer satisfaction and boosts revenue. More than just a loyalty tool, it becomes a strategic asset to attract and retain customers.
Discover all the benefits of implementing an omnichannel gift card program and the key considerations to keep in mind.
Why implement an omnichannel gift card program?
A smooth and seamless experience
Modern consumers expect a seamless shopping experience, regardless of the channel they use. An omnichannel gift card program unifies shopping journeys, allowing customers to use their cards both online and in-store without constraints. This prevents frustration and enhances brand engagement.
A sales and loyalty booster
Gift cards not only appeal to current customers but also attract new ones. A person receiving a gift card discovers a brand and often ends up spending more than the card’s value. By offering an omnichannel program, retailers ensure that recipients return both to their website and physical stores, strengthening customer loyalty.
A flexible and personalized solution
An omnichannel gift card program offers multiple customization options, including design choices, delivery methods (in-store, email, SMS), and amount selection. Whether offering physical or digital cards, the flexibility is total. This adaptability meets diverse shopping habits and consumer preferences.
Petit Bateau: a successful omnichannel gift card program
Before collaborating with Global POS, Petit Bateau already had a single-channel gift card program. One year after adopting an omnichannel program, the results were clear:
- A 12% increase in revenue generated by gift cards in stores (+50% overall)
- A balanced distribution of usage channels, with a nearly 50/50 ratio between online and in-store
- A complete elimination of customer service complaints related to gift cards
A key asset for B2B strategy
An omnichannel gift card program benefits not only end consumers but also businesses looking to offer gift card for rewards programs, incentives, or corporate gifts. By facilitating distribution and use across all channels, retailers expand their reach and tap into new markets.
How to implement an omnichannel gift card program?
Prioritize customer experience! A simplified shopping journey is key to ensuring the adoption of your gift card program.
Define a distribution strategy
A multi-channel distribution approach reaches a wider audience and increases sales opportunities. You should determine how your gift cards will be available. Several options can be combined:
- In-store for an immersive physical experience
- Online via the e-commerce site for maximum accessibility
- Through a mobile app to meet mobile usage habits
- In partnership with B2B gift card providers to expand reach
Choose a suitable and open solution
Implementing an omnichannel gift card program depends on selecting a flexible and scalable platform. It is essential to choose a solution that integrates with payment systems, e-commerce platforms, and point-of-sale software. Here’s why:
- Transaction consistency: A seamless integration allows customers to use their gift cards smoothly across all purchase channels.
- Process automation: Good integration reduces errors, simplifies gift card stock management, and ensures automatic balance updates.
- Enhanced customer experience: Consumers enjoy a smooth and consistent experience and can even combine gift cards with other payment methods or loyalty programs.
Strengthen transaction security
To reduce fraud, robust security measures are essential. For physical cards, features like CVV codes and secure magnetic strips help prevent counterfeiting.
Real-time transaction tracking and integration with management systems can automatically detect and block fraudulent activities. Choosing a gift card solution that verifies and processes codes in real time ensures card validity and prevents fraud attempts.
Additionally, setting a maximum activation amount for digital cards helps mitigate risks associated with high-value fraud targets. These combined measures ensure optimal security and greater user trust.
Monitor and optimize performance
You need to track the impact of your gift card program. With an omnichannel gift card platform, you can monitor in real time the activation and use of physical and digital cards. A single platform allows you to track and separate transactions while analyzing performance. Ensure that your gift card solution includes dashboards and comprehensive accounting exports.
Want to implement an omnichannel gift card program?
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Omnichannel gift cards: a must-have for retailers
Adopting an omnichannel gift card program is more than just improving the customer journey. It’s an opportunity to increase conversion rates, attract and retain a broader customer base, and simplify internal management.
Shopping experiences are becoming increasingly digital and diverse. As a retailer, you can’t afford to overlook this strategic solution!
