19


e


ng ience


For the last nine years, gift cards have been the number one


most requested item on wishlists with over 60% of consumers saying they prefer gift cards to traditional gifts. But gift cards


and eGifts can also play a key role in helping retailers to perform better when it comes to the customer experience.


By John Norrie, chief executive of Tranxactor W


e don’t do many of the things we did years ago. Technology has changed our offices, our working hours, and when and where we shop.


We’re more likely to turn to Twitter than the


telephone when we have an issue with a business, and the stats are showing what people are spending their money on has dramatically changed over the past few years as well, with experiences trumping ‘things’. In a dramatically different world, it’s interesting that


for many retailers, our POS, CRM and loyalty systems remain the same, albeit with a few additions or tweaks. Where this is painfully clear is in the gift card space. A gift card programme is more than nice to have


addition to a sales strategy, it’s a core principle. Gift cards are powerful revenue generators and one of the strongest marketing and customer service tools at your disposal. Gifting is all part of the customer experience, and for retailers who want to stay ahead of the game and


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