The New Strategies Driving Digital Gift Cards

The PaymentsJournal Podcast

Though most people still refer to prepaid products as gift cards, that term has almost become a misnomer in today’s payments industry. Prepaid cards do so much more than carry gifts—not just for consumers but also for issuers. Savvy businesses use them to drive more consumer spending while increasing brand loyalty.

To that end, Fiserv recently worked with Javelin Strategy & Research on a survey of more than 500 buyers in the incentives area to find out what’s driving their purposes. The survey provided a jumping-off point for a recent PaymentsJournal podcast with Tom Niedbalski, Vice President, Global Sales and Partnerships at Fiserv, and Jordan Hirschfield, Director of Prepaid Advisory Services with Javelin Strategy & Research.

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The New Strategies Driving Digital Gift Cards

PaymentsJournal The New Strategies Driving Digital Gift Cards

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The survey was conducted from the buyer’s perspective rather than that of the consumer. Javelin spoke with individuals who are buying incentives for purchasers of their brands, spanning a wide variety of companies, each with revenue of $20 million or more. Their responses provided an incisive look at what the benefits these buyers are seeking in an incentive.

Seeing the Buyers’ Side

Javelin’s research has shown that loyalty programs and rebates are highly beneficial for building long-term relationships. This can have a significant impact on customer retention but can also improve the efficiency of onboarding new customers as well.

“It’s expensive to acquire a new customer, but these incentives had a very material impact on lowering acquisition costs and subsequently on improving customer retention,” Hirschfield said. “With so many useful benefits of offering an incentive to a consumer, you can have a material impact on your bottom line.”

Despite a reliance on physical gift cards, the shift to digital formats is going strong, consumers by and large prefer digital, and the research shows that the balance is continuing to shift that way. On the buyer side, people are still purchasing incentives by going to physical stores and buying hundreds of gift cards. They don’t seem to realize they could be doing this through a relationship with a provider in an easier distribution model that can save on costs.

On the consumer side as well, retail purchases remain popular. There’s an opportunity here to bring in a provider and transition those purchases to a digital distribution method. That can be easier for the buyer and can foster a positive ongoing relationship with consumers or employees. It tells the employee “we value you.”

“Many buyers do not realize that there can be an economic benefit to buy through an aggregator, or through a brand’s website,” Niedbalski said. “In many cases, they will not only get a discount for that purchase but also build a strategic relationship with the brand, where there could be additional cobranded opportunities and synergies for the two companies to leverage.”

Consumers Are Controlling Digital

According to the research, 40% of consumers will receive some sort of incentive this year.

“When we look on the buyer side for the B2B side of the equation as opposed to the B2C side, that’s where the digital’s coming in,” Hirschfield said. “On the buyer side, 60% of purchases are digital, which makes sense, because around 70% of the recipients prefer that.”

But the survey found that 39% of buyers are still giving out physical cards, even though 46% of them preferred digital. On the consumer side, the individual will control that relationship.

Niedbalski noted that Fiserv is seeing use cases evolve because digital enables integration into various distribution vehicles. “Brands are now using this platform not only for loyalty but for rebates, for warranties, for specific product couponing, and for customer appeasement,” he said. “And of course you’ve got the foundation of a giftable program as well, where the card just remains a gift.”

Everything’s Digital

Everything seems to be moving to a digital format, whether it’s credit cards, library cards, gift cards, or loyalty cards. Wallets, like George Costanza’s in the famous Seinfeld episode, have gotten too stretched to carry around those cards in a physical format.

“But even our digital wallets are also starting to get overcrowded in some sense,” Niedbalski said. “With Google Wallet and Apple Wallet, we’re seeing a lot more brands invest in their own vaulting solutions. They’re creating branded apps to drive consumer engagement. The convergence of all their payments along with their loyalty programs into a branded wallet could prove to be a pivotal point for adoption of digital both at the consumer level as well as the merchant level.”

Since the pandemic, brands have reprioritized their consumer engagement model. Although they still want foot traffic in their stores, they’re seeing a lot more traffic outside of their stores, whether it’s via curbside drive-through, delivery, or online shopping. How do you maintain personal engagement with a consumer virtually?

Many brands are dealing with this by bringing the in-store experience into a mobile environment. “They need to provide enough value within their app to keep the customer clicking that icon on their mobile phone,” Niedbalski said. “A lot of these use cases are being integrated in a way that makes it easy for brands to connect with their buyers and with their consumers. Along the way, it’s driving convenience and value.”

A virtual card has another value over a physical card: It is easier to use, even in impromptu shopping situations. “I’ve got a stack of probably 20 to 30 gift cards sitting at home on my on my office desk,” Niedbalski said. “Some of those gift cards are 20 years old and still have value on them. I’ve never redeemed them because I’ve got too many cards. I can’t carry these around with me every day. With digital, you are able to access your gift cards on demand anywhere, anytime, which helps drive that redemption of those gift cards.”

In modern society, our phones are always with us, which means that our digital wallets are always with us. For many people, their phone is their wallet. “Last week I was traveling, and when I got to the airport, I realized I forgot my wallet at home,” Niedbalski said. “I had no credit cards, no driver’s license, and I’m already trying to figure out how to get through airport security without an ID. Luckily, I was able to pull up my driver’s license through the DMV app for California. I was able to pay for my hotel and my meals using my Apple wallet and the credit cards that I had stored in there. Airline tickets, hotel reservations, loyalty programs, everything I needed was there. I would panic more not having my phone than not having my wallet.”

Learn More About Fiserv Stored Value and Loyalty.

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