With a huge growth in the gift card market over the last ten years and we wanted to ensure our clients were maximizing the revenue that could be made on Black Friday. A web shop would be required to sell e-gift cards to customers online and a marketing campaign created to let customers know gift cards where available – Black Friday presented the perfect opportunity to do this.
We chose to work with one of the leading industry suppliers Toggle. We worked with the team there to create a fully integrated and personalised web shop ready for sales. This involved setting up the web shop, adding gift card promotion products to the web shop page and integrating POS systems for different site venues in order to be able to redeem the gift cards on site. The web shops were customised and tailored to the restaurants house style to bring the brand to life. Activating gift card sales also helps create guest loyalty and increase conversion rates as guests recognise the brand and are able to trust the gift card page.
Using gift cards in promotions allows brands increase revenue, build loyalty and increase customer acquisition. Offering discounts can also speed up purchase decisions. Our clients offered 20% added value onto gift card sales from Black Friday to Cyber Monday. We went with a fully digital gift card process as this kept costs to a minimum and limited operational issues. The marketing campaign was almost fully digital with a mix of organic and paid social as well as email marketing and PR, with tracking across all assets to ensure we could track and measure return.
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