Insights gift card
Many players are involved in your brand’s gift card program. Today, we will be looking at B2B aggregators. The B2B segment refers to all the professional third-party players who wish to purchase your gift card. When it comes to multicasting, third-party players are retailers who are looking to expand their catalogues. They buy gift cards from your brand and resell them to their end customers.
A brand that wants to develop its gift card program has several options. The first is to provide a gift card service to its B2C customers. The second is to offer its gift card to B2B customers (works councils or companies as part of an incentive program or an employee grant). To enlarge the B2B segment, it can decide to open its gift card to third-party resellers: the distributors.
All brands and retailers with an e-commerce activity are experiencing cart abandonment. The rate is high: 69% of consumers who have filled their baskets have given up on the act of purchasing in 2021.
Customer experience
Branded currency is, today, an essential notion for brands and retailers, whether they are operating in e-commerce, retail or both. So, what is this concept, and what is its added value?
Branded currency is becoming more and more important in brand strategies. It brings a new reflection on the articulation of different strategies. Some leading brands are now using this concept.
Many brands now operate internationally through their website or physical stores. However, few of these companies have an international gift card program.
For a very long time, we have opposed e-commerce and retail. Now, we have realized that the consumer journey must be seen as a global experience. Consumers don’t make a distinction between online and offline. They want to find the best solution to their needs while living a smooth and seamless experience.
Now that some parts of the world are beginning their restart from managing the crisis to recovery and economies reopening, new consumer behaviours emerge: changing consumption patterns, a shake-up of preferences, digital acceleration…
La RSE, le développement durable, l’écologie font désormais partie des grands projets des marques, que ce soit en interne, dans la structure même de l’entreprise que dans le marketing à destination des clients.
