Improving The Gift Card Experience

Ann-Marie Vazzano

Consumers spend more than $100 billion on gift cards each year, according to a recent Listrak research study. However, retailers may be missing opportunities to benefit further from gift card purchases. Here are some key stats from the study:

• 36% of Americans would find it helpful if the person who gives them a gift card provides the retailer with the recipient’s email address so they can receive information about the retailer, as well as discounts and new products

• 66% would find it helpful to get a reminder from the retailer that they haven’t yet spent a gift card

• 43% would find it helpful to receive an email or text from a retailer when gift card recipients spend a gift card they gave them

According to the study, just 14% of gift card purchasers have been asked to share the recipient’s email address, just 9% have gotten an email and 7% received a text when the gift card was used. GP