As the holiday shopping season winds down, marketers are looking at what strategies they’ll employ in the future. This fresh focus coincides with the general trend of consumers shopping more online. One category that has seen growth recently is digital gift cards. The chief advantage of this form of gift giving, according to the 2009 Pre-Holiday Online Shopper Gift Card Survey, is convenience.
While shoppers appear to appreciate the ease of purchasing a gift with a click of the button, the survey reveals there are a few other niceties consumers appreciate. Over 2/3rd’s of shoppers agree there’s less hassle when it comes to purchasing an online gift card. Consumers also like the ability to personalize digital gift cards. This feature is often lacking in traditional gift cards. And finally, over 9 in 10 consumers will purchase online gift cards, if they are offered an incentive such as a discount or an additional card for themselves.
In 2009, digital gift cards became available in a range of categories including passes to ski slopes and payment for medical services. A side benefit of these programs, pointed out in a recent article on MarketingVox, is that marketers can capture data on both the gift giver and receiver. This information can be used in future email campaigns. As more marketers discover the multiple benefits of digital gift card programs, they may begin promoting them more heavily on a year-round basis.[Source: Digital Gift Cards Pay Dividends in New Marketing Data, MarketingVox, December 2009]