Feature: You are what you give

The gift card is changing; the technology involved is constantly evolving making the card more than simply another form of payment. But for most issuers, there is still work to be done on the basic principle of presentation.

The public are now becoming more familiar with the concept of the gift card, and with this newfound consumer confidence it’s time to embrace the more creative options available. The card does not have to be seen as simply another form payment, there are a plethora of different options available many of which lend themselves well to the promotional marketplace. For example, a new film can be promoted alongside a promotion for HD Ready televisions. Not only can the purchase of the TV be rewarded on a branded card with cash on it, it can also contain an exclusive preview to the film on a dvd built in the card with more product information from the retailer on other electronic goods.

Phil Evason, commercial director at gift card specialist inComm Europe agrees: “The days of the basic card, storing no more than a monetary value, are passing. With the amount of information that can be held increasing almost by the week, the arrival of the pre-paid card as a DVD poses a significant challenge for card issuers. It is already possible for an electrical retailer, for example, to sell a gift card which contains details of every line it stocks.”

Getting the right look

With so much innovation in what can be hidden on the card, is the same progress being made on the look and feel and the effect it has when being presented to the recipient?

Packaging is an obvious area on making sure the giving of the card makes maximum impact. A paper voucher will always have the benefit of being closely related to cash and clearly stating the amount it is worth. However a card should be able to embrace technology and come up with some really innovative solutions such as lenticular printing or over foil technology.

Commenting on the importance of giftcard and packaging design, Kim Dinan of Woolworths Gift Cards and Kingfisher Gift Vouchers said: “Our customer research has shown that gift giving is as much about making the giver feel good about the gift, as it is about pleasing the recipient. Everybody knows that gift cards are very desirable, allowing the recipient to choose precisely what they want, when they want it. However unless we can present them in an exciting, interesting and thoughtful way, they may not always fulfil the needs of the giver.”

Dinan continues: “We have developed an exclusive range of character gift cards to differentiate our offer and to make the cards even more desirable. The most recent designs, which will be available in stores from late May, include Dr Who, Scooby Doo, Teenage Mutant Ninja Turtles and Shrek. A gift card should not just be a mechanism through which to deliver monetary reward – if it simply reflects the retailer’s brand, the gift card really is missing its potential to create excitement and desire.”

Evason agrees that presentation is key when giving the card: “The very nature of the card as an artefact is changing, with emerging possibilities in making it more aesthetically attractive to both the purchaser and the recipient. The US market has already seen a Christmas-oriented gift card playing seasonal melodies while, through the use of LEDs, its reindeer design displays a flashing red nose. We can expect to see similar implementations of technological innovation in the UK and Europe during this year.”

It is easy for brands to have a variety of different card designs and just as easy to create a bespoke design in the b2b market. For example not only does the card get branded by the company offering the incentive program but also the website and accompanying products. Sally Hunter, product manager at Maritz explains: “the card is completely bespoke designed, along with its own letterhead, outer envelope, retailer directory and even website. We also provide clients with the opportunity to either emboss their company name onto the standard EY card below the cardholder name, go co-branded by printing their logo onto our EY card design or take the completely bespoke option.”

Incremental spend

Adhering to a brands identity is only one way in which the design of a card can benefit. Simply by making what the card can buy highly desirable to the consumer, it can encourage incremental spend. Caroline Meechan, Sales and Marketing Director, Marriott Vouchers also believes extra spend is possible, but warns of the recipient feeling dissatisfied:” There is a fine line between making them feel they haven’t quite been given enough of a gift/incentive/reward as they cannot afford whatever the picture on the card is without putting money in themselves. For example, a gift card from Marriott Hotels could feature two people having a candlelit meal; the value on the card would be £50 which is not sufficient to pay for a splendid meal but would be enough to go a long way towards it. Would this approach encourage the incremental spend or encourage dissatisfaction?”