Most merchants still think of omnichannel systems as “expensive and complicated”. One of the major blocks preventing merchants from going omnichannel is technology. Bring Omnichannel to Gift Cardsĭespite such need, The 2017 Merchant Gift Card E-Commerce Evaluation Report shows that the vast majority of merchants haven’t streamlined the process of buying and redeeming gift cards in all of their available channels for customers yet. In short, they need an omnichannel experience with gift card. It is important for both gift givers and recipients to know that they can purchase and redeem their gift cards both online and in stores. The demand for gift cards grows and so does the demand for a seamless gift card process. Also, for a generation communicating through the Internet mainly, gift cards are very convenient as they can purchase it online and send it via email immediately to the recipients. A gift card realizes this wish as they can leave the choice of gift to the recipient’s taste and discretion. When buying gifts for others, they emphasize that they want the gifts to be “meaningful and relevant”. Young customers (aged 18 – 35), the main group of retail now, also state that they spend more and more on gift cards. The gift givers no longer have to spend hours thinking about what they should buy and then disappointingly find out that the recipients don’t want or need it.
Gift Cards is still the most popular choice for holiday season gifting over the current years because they’re easy to purchase and allow the recipients to choose what they want. However, as more and more customers choose gift cards for holiday gifting, you are missing out many income streams and precious opportunities to understand your customers better if you can’t streamline the gift card process for them. Being just a small piece of the whole system, Gift Card is often overlooked. Building an omnichannel system means creating a seamless shopping experience for customers, no matter what, where and how they buy.
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