Setting the scene  

Shopping Centre Gift Card (SCGC) is a unique, new platform built from scratch using the knowledge and expertise of retail gift card experts. Our founders know the landscape and challenges of the shopping centre environment and, more specifically, running a gift card programme. We wanted to create a gift card scheme that was affordable, accessible and sustainable for all shopping centres, regardless of their size. 

This case study focuses on Derbion, the first shopping centre in the UK to adopt the Shopping Centre Gift Card.  

Derbion is based in Derby City Centre. It is a 7-day-per-week centre with almost 200 stores and an annual footfall of 22 million. It’s home to major retailers and niche, independent stores, including Marks & Spencer, Frasers, Boots, Zara and Sainsbury’s. 

Launching Derbion’s Shopping Centre Gift Card 

The gift card scheme was launched in Derbion in July 2022. We added the online element where people could order physical gift cards for delivery to any UK address in mid-November 2022. The website was fully branded as Derbion but powered by Shopping Centre Gift Card and Crunch. Crunch Payments are specialists in the pre-paid market. They are established and well-known for providing end-to-end payment solutions. Essentially, the shoppers and gift card purchasers only saw Derbion and felt they were purchasing directly with the shopping centre. 

The in-centre web-based POS gave Derbion flexibility since they could have the SCGC system on various devices. 

The reporting is done in real-time via an online portal for both online and in-centre sales. This means all involved parties, including Derbion, can view sales whenever required. Reconciliation is also a quick, pain-free process since gift cards are purchased using card payment only. 

Results Exceeding Targets 

The headline result for Derbion is that they exceeded their gift card sales target for 2022 by 10%.  

Having a web-based solution to work alongside in-centre sales gave their shoppers more choice, and with 99.999% uptime, it has also proved a reliable option.   

The environmental aspect of the cards was also well received. The cards and carriers are made from 100% plastic-free, fully recyclable paperboard – making this one of the most sustainable gift card programmes. 

We picked up some critical learnings with Derbion, especially as the first shopping centre to adopt the Shopping Centre Gift Card programme. This included: 

• Dealing with the Royal Mail postal strikes in the lead-up to Christmas 2022 – warnings about delays were added to the Derbion gift card website to help alleviate queries 
• PDQ – we initially launched with a separate terminal that required the team to add authorisation codes to transactions; as this added time at the till, especially at peak shopping times, we moved to integrated terminals. 
• Ensuring the in-centre network was in place to accept the new gift card with test transactions in each store. 
• Working closely with stores and centres to add new till systems and stores to the network asap so they can accept Gift Cards cards without delay after opening. 

The programme was rolled out successfully and continues to thrive even with minimal promotion. Regular review meetings with all parties help ensure communication is open. If needed, customers can access a UK-based call centre 24/7, even on bank holidays and weekends. 

How we’re developing Shopping Centre Gift Card with Derbion 

We’re not content with just ticking over the Derbion Shopping Centre Gift Card scheme. Together, we’re working to develop the programme. This includes: 

• Corporate sales – working with the centre to identify local opportunities for corporate sales and rewards. 
• Click and collect – introducing an option where the customer isn’t reliant on a postal system or would like the facility to collect their physical gift card in-centre. 
• Sundries – to facilitate the sale of sundries in the centre, for example, buggies or kid’s cars and payment for events.  
• Potential introduction of tills and kiosks– the SCGC system doesn’t require hardware, but we know some centres would prefer this.  

Why work with Shopping Centre Gift Card:  

We’re a different kind of gift card supplier. Our mission is to make Shopping Centre Gift Cards affordable, accessible and sustainable for every shopping centre, regardless of size. 

We put your commercial growth at the heart of everything we do by focusing on simple solutions that truly deliver. As a result, the consumer journey from consideration to buying and then spending a gift card is straightforward and positive.  

There is no capital expenditure necessary when using the Shopping Centre Gift Card programme. Instead, we offer low entry costs and fees. In addition, you are always supported by a fully integrated, responsive, and experienced team. Plus, our gift cards are a truly green solution to traditional plastic cards. 

 We pride ourselves on working in collaboration and delivering results. This has been shown with Derbion and will continue with our growing network of shopping centre partners.   

Find out more about Shopping Centre Gift Card and working with us here.