In the dynamic world of retail, shopping centres in the UK and Europe are constantly seeking innovative ways to engage shoppers and boost sales. One strategy that has proven to be a win-win for retailers and shoppers is implementing a gift card programme.
Your shopping centre may already have a gift card programme, but perhaps it isn’t quite working for you, or you’re not convinced of the benefits.
Maybe you’re a shopping centre manager contemplating introducing a gift card system. Let’s explore the plus points; here are seven compelling reasons why a Shopping Centre Gift Card could be a game-changer for your establishment.
1. Boost Footfall
One of your primary objectives at your shopping centre is to attract more visitors. Aside from the stores and entertainment outlets that draw in potential customers, a well-promoted gift card programme can drive footfall. That footfall could be regular, local visitors, tourists, or those from further afield who know your shopping centre is a ‘destination’. We all know that people will opt for gift cards as gifts and increasingly as rewards or benefits. The lucky gift card recipients will likely visit your shopping centre to redeem them, leading to increased foot traffic and potential sales.
2. Increase Customer Loyalty
Gift cards encourage repeat visits. When customers receive a gift card they can redeem at your shopping centre, they are more likely to return multiple times to use the remaining balance and potentially spend more. This builds loyalty and transforms one-time visitors into regular shoppers. Did you know two-thirds of gift card holders spend more than the value of the gift card they receive? (Head here for more juicy stats about gift card usage.)
3. Cross-Promotion Opportunities
A gift card programme opens the door to partnerships and cross-promotion with your retailers, food and beverage vendors and entertainment outlets. Encourage participating stores to offer exclusive discounts or promotions to gift card users, making it even more enticing for shoppers to choose your shopping centre.
4. Data Insights
Implementing a gift card programme provides valuable data on consumer spending patterns, preferences, and demographics. You can use this data to tailor marketing campaigns and offers, making your shopping centre more effective in meeting the needs of your target audience. Consider who’s purchasing gift cards, who’s spending them, what’s the location and demographic of these audiences, and where they are spending their gift cards.
5. Streamlined Operations
Managing a gift card programme can be efficient and cost-effective. You don’t even need to invest in new IT hardware if you’re not ready to. Look for a program that can be run from existing systems. For flexibility, you can potentially use tablets or handheld devices (great if space is an issue for you!) Plus, you could offer other add-on solutions from the system, like children’s buggy or fun car hire.
6. Extended Gift-Giving Seasons
While gift-giving is often associated with significant events and holidays, gift cards have allowed people to celebrate special occasions year-round. By offering gift cards, shopping centres can tap into various gifting occasions, from birthdays to thank-you presents to anniversaries, thus ensuring consistent revenue throughout the year. You will always see spikes around significant events like Christmas, Valentine’s Day and the end of the School Year, but the accessibility of gift card programmes allows them to be used year-round.
7. Enhanced Brand Image:
A well-executed gift card programme not only provides a practical solution for gift shoppers but also enhances the brand image of your shopping centre. Increasingly, consumers want immediate and flexible solutions to gift buying. An effective gift card programme portrays your establishment as forward-thinking, customer-focused, and in tune with modern shopping trends.
Ultimately, a gift card programme can be a game-changer for shopping centres because it attracts more visitors, nurtures customer loyalty, fosters cross-promotion, and provides valuable data insights. By extending your gift-giving options, shopping centres like yours can experience increased revenue and an enhanced brand image. So, if you’re looking to take your shopping centre to the next level, consider implementing a gift card programme as part of your strategy for success.
Contact the Shopping Centre Gift Card team for more advice.