THE GIFT CARD STRATEGY!
It’s September which means Holiday shopping season is fast approaching. It’s time to get READY! If you think this doesn’t apply to you I’m about to let you in on something the retail world has been practicing for YEARS AND YEARS especially now that online shopping is so popular! This is a strategy that you can make work for your business as well, even if you sell services instead of products.
First, you have to understand the value of a gift card. Not just the amount on it but what a gift card represents to your business.
If an existing customer buys a gift card for someone else that means someone new is coming to shop with you! YAY! It’s like a referral, but better because the person has the cash incentive right in hand to come check you out- no strings attached on their end.
If someone wants to spend money with you but doesn’t have it handy they can ask for a gift!
You have someone who loves your products/ services and now that you’re offering gift cards they can introduce a number of friends or family to your business, and you get the opportunity to take that sale from what it was to something more. So, yeah gift cards make a great upsell/ add on item that increases your dollars sold.
HELLO INCREASED TRAFFIC. Now that you’ve got all those gift cards floating around, all those new people will be coming to check you out. It doesn’t matter if they have a $10 stocking-stuffer card or a $1200 service paid in full from their mom. They’re coming in and they’re going to SPEND!
Sales opportunities. Most people don’t come in with a gift card thinking about spending more than exactly what is on the card, but this is a fantastic opportunity to not only make a sale out of more than what they have on the card, BUT turn them into a loyal client who will come back, and maybe even buy gift cards for the people they know!
THE BIG CATCH- is you have to have this PLAN in PLACE long before Holiday shopping begins. STOCK UP NOW. Not only on gift cards, but on gift card envelopes! You can offer e-cards, but most people prefer to have something that can be opened.
If you’re a brick and mortar store you’ll have to invest in gift card marketing signage and time to train your people well. They should be offering a gift card to every single person that cashes out. It doesn’t have to be much to make a big difference! It matters more that each person leaves with at least one gift card than it does the amount on the gift card.
Take Note: While you’re shopping at the mall or in your favorite retailers this year, look at just how much gift card marketing, signage and selling efforts these corporations have invested in! There’s a method to the madness and reason for it. January- February is probably the slowest sales months of the year, but they don’t have to be if you’ve been strategic. Gift Cards can keep the traffic coming in for you, even after the rush of holiday season has burnt out.
If you’re an online seller. It’s time to get those graphics out there now. It’s time to remind people before they check out. It’s time to spread the word among your email list so they can put your business on their wish list!
And there you have it- gift cards are good for sales now and traffic later, and who wouldn’t like more of those things?