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Gift Cards in the New Economy

By: Rhana Pytell
Posted: March 28, 2011, from the April 2011 issue of Skin Inc. magazine.

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The percentage of gift card holders converted to social media fans is a new key measure of business marketing success that can translate into additional revenue and profits. One way to increase this percentage is to include a message and offer for the card recipient.

  • Set up and provide a unique Web URL for gift card holders to log in, input their contact data and activate their card for special offers. This can be imprinted on the actual plastic card or stated in the online gift card. Once this activation occurs, a new and direct relationship begins.
  • Design offers that entice gift card holders to schedule during off or low-occupancy hours, or that encourage gift card holders to redeem within 30–60 days.
  • Track card holders and, if they have not redeemed within the ideal time frame of 30–60 days, follow up with a telephone call, letter or e-mail.
  • Make the gift card purchaser aware of special offers and the activation process.

Web-based software is continually adding features. If your provider does not allow detailed customization of the online certificate, it is important to make a request for a programming upgrade.

Grow your clientele

Gift card holders provide an opportunity to increase profitability, elevate the gift-giving experience, exponentially grow your fan and friend databases, and ensure clients that your business is committed to cultivating ongoing and meaningful relationships. Don’t miss out on this opportunity!

Rhana Pytell is a creative collaborator, spa consultant and life coach in the wellness and personal potential field. She designed and operates GAIA Spa in La Jolla, CA, which became a Seed Spa founder of the Green Spa Network.