GIFT CARDS

Gift Cards Attract new customers and lock up repeat business with this exclusive promotion program.

A well-managed customer loyalty program can yield benefits far beyond what the label "customer loyalty" implies. Our systems give you the information you need to maximize the impact of every marketing dollar spent by targeting your marketing efforts toward your best customers. Whether you're implementing a "standalone" customer loyalty program or integrating it into one of our card-based payment systems, we can help you create a system that's right for you and your customers.

Every client has different priorities when it comes to a loyalty program. That's why our system is designed to accommodate your unique requirements.

Tracking Options:

  • Number of visits
  • Time period since last visit
  • Dollars spent
  • Card options
  • Mag-stripe card
For every transaction in a restaurant with a new guest (one who has not eaten there before), a restaurant has 13 transactions with a guest who has been there before.
Source: American Express

Reward Levels
Our customer loyalty system gives you the ability to set up to 5 tiers of reward levels. This will keep your customers interested with lots of opportunities to be rewarded for coming back to your business. Each time a cardholder has enough points to qualify for a new reward, a unique message that you define prints on the receipt.

Increase Business During Off-peak Periods with Extra Reward Points
Offering your customers an extra incentive to come in during periods when business is normally slow enhances your ability to produce verifiable results. We give you the ability to define specific times of day and/or days of the week during which your customers can earn double points or more. You can also change promotional periods and extra point incentives as often as you like. You control all aspects of the program.

Cards and Keytags

We can help you to integrate customer loyalty support into your point of sale systems or provide you with a choice of standalone terminals that make implementation and employee training simple.


Gift Card Facts

Gift Card Industry

According to comSource Networks, an Internet research firm, by December 20, 2002 holiday sales of gift cards and e-mail certificates had soared 64 percent over last year, pushing the 2002 total toward $250 million.

Bain & Co. predicts gift cards will lead the stored value card market, with sales of almost $38 billion US in 2002.

Synergistics Research reports that 64 percent of surveyed households find a multi-purpose gift card to be valuable.

In November 2002, America's Research Group, based in South Carolina, found that the number of people who wanted to give cash or gift certificates had increased to 51 percent, an increase from 39 percent in 2001. Another survey by American Express found that 69 percent of consumers wanted to give money and gift certificates at Christmas time, up from 41 percent from five years ago, and that 72 percent wanted to receive them. American Express estimates the overall cash, check, and certificate market at $70 billion.

An estimated 10 to 15 percent of gift card recipients never cash in cards. Gift cards recipients also bring new customers into stores that they might not have otherwise visited.

Many retailers offering gift cards provide "collectible" or "limited edition" cards.

In August 2002, TNS Intersearch's Express Omnibus surveyed 1,278 consumers regarding gift cards. They found that of the consumers polled, 37 percent had purchased or received an electronic gift card in the previous 12 months, with an average value of $50 per card. Of gift card recipients, 58 percent said they spent more than the original value of the card. The average value of gift cards received was $60.

Other key research findings include:

  • approximately 6in 10 consumers (79 percent) are aware of gift cards; and
  • purchasers and receivers rated their overall satisfaction with gift cards as 9.3 on a scale of 1-10, with 1 being "not at all satisfied" and 10 being "extremely satisfied."

Among gift card purchases:

  • 93 percent said they are likely to purchase additional gift cards in the next year;
  • 56 percent prefer having the ability to reload or add value to a card once used;
  • 69 percent prefer a card for which they choose the card value vs. a present value;
  • 78 percent decided to buy gift cards prior to entering a store, reflecting strong gift card awareness and satisfaction; and
  • birthdays and the Christmas holiday remained the primary occasion for gift card giving in 2002 (66 percent).

Other findings:

  • 61 percent of consumers said they usually spend more than the initial value of their gift card;
  • 63 percent said they use up the value of their gift cards within one month;
  • in addition to their initial purchase, 28 percent make two or more visits to a store to use up the card value;
  • 21 percent of consumers said they are likely to purchase a gift card from a merchant's website vs. 11 percent in 2001;
  • 20 percent of consumers expect to use a gift card to purchase items online in the next 12 months compared to only 12 percent in 2001

Nearly 50 million adults purchased gift cards in 2002 and 63.2 million received one.

Robert McKinley, chief executive officer of CardWeb.com stated, "Retailers like them because it gives them a pipeline into the teen market and the estimated 20 to 23 million 'un-banked' consumers who don't hold accounts at financial institutions but want the buying ease of plastic."

Advantages for the retailer?

Studies show that people spend more on gift cards than on gift certificates. The average gift card denomination in 2004 was $50 -- twice the amount people would spend on the average gift certificate.

And armed with that gift card, consumers are more likely to spend more than its face value when shopping -- as much as twice the value of the card.

Research also shows that people who buy with gift cards are less likely to be fussy about the price they're paying. The J.C. Williams Group's study found that 40 percent of shoppers using a retailer's card bought items at full price. Only 16 percent of shoppers using other payment methods bought at full price.

Retailers are also partial to gift cards because they tend to decrease the amount of merchandise that is returned. You won't have to fake it when you say, "No, I really do like it" when you open what grandma got you this time.

Another reason retailers have taken to gift cards is that they appear to smooth out the drastic sales drip in the weeks after the busy Christmas season. Gift cards are purchased in large numbers in November and December and given as gifts at Christmas, but many are not redeemed until January or later.

What's the difference between gift cards and gift certificates?

It's more than just plastic vs. paper. While both products are sold in pre-set denominations, you'll get cash back if your gift certificate is worth more than your purchase.

Breakage or unredeemed balances:

Another reason retailers love gift cards. That leftover $5 is already in the store's bank account -- probably reinvested in new inventory. Maybe even next season's more expensive inventory.

But statistics show that if you have money left on the gift card, you'll go back to that store. Still, 10 percent of what people spend on gift cards never gets spent, according to the J.C. WIlliams Group, a retail consulting firm. That works out to $4.5 billion for 2003.

Purchasers and receivers rate their overall satisfaction with gift cards as 9 on a scale of 1-10, with 10 being "extremely satisfied" and 1 being "not at all satisfied"

Sources:

The New York Times
The Wall Street Journal
Seattle Times
ePaynews.com
Card Forum
Restaurant Hospitality
Nations's Restaurant News
Chain Store Age
Card Marketing
The Arizona Republic
Forester Research - TechStrategy Research

Some info compiled by Gixex

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