Spark Repeat Purchases with Custom Business Gift Cards

Posted by Zizacious on February 28th, 2024

How to Encourage Repeat Purchases with Custom Business Gift Cards

Custom business gift cards have carved a permanent niche in the hustle and bustle of customer loyalty programs. Their flexibility, convenience, and the joy of gifting make them a natural pick for businesses to incentivise purchases and nurture customer relationships.

But how do you elevate your gift card program from the generic to the truly engaging, pushing the boundaries and encouraging repeat purchases with gusto? The answer lies in customisation.

What is a Repeat Purchase?

A repeat purchase is when a customer buys something from the same brand or business again after making a previous purchase. It's a key indicator of customer satisfaction and loyalty, showing that the customer has had a positive experience and trusts the brand enough to return.

Here are some key characteristics of a repeat purchase:

Made by the same customer

It's not just anyone buying a product; it's someone who has a past purchase history with the brand.

Same brand or business

While the specific product might differ, the core brand identity remains unchanged.

Voluntary choice

The customer actively chose to return and give the brand another chance, not due to external factors.

Why Repeat Purchase is Important

Repeat purchases are valuable for businesses because they:

Increase revenue

The loyalty equation is simple: happy customers become spending machines.

Reduce acquisition costs

Retaining existing customers costs 5-10 times less than acquiring new ones.

Improve brand reputation

Loyal customers are more likely to recommend the brand to others.

Provide valuable data

Repeat purchases can offer insights into customer preferences and behaviour.

Traditional vs. Custom Business Gift Cards

Traditional and custom business gift cards both hold value and can be used for purchases, but the two differ in several key ways:

Customisation

• Traditional: Generic designs with limited branding options.
• Custom: Tailored designs with logos, brand colours, and even personalised messages, reflecting the company's identity and adding a special touch.

Features

• Traditional: Often limited to single-use with a set value.
• Custom: Can offer multiple uses, reloadable options, tiered systems with varying perks, or even unlock unique experiences, adding flexibility and value.

Targeting

• Traditional: A one-size-fits-all approach.
• Custom: Can be designed for specific occasions, demographics, or customer segments, making them more relevant and appealing.

Perceived Value

• Traditional: Seen as generic and impersonal.
• Custom: Feels more exclusive, thoughtful, and desirable due to personalisation and unique features, potentially leading to higher purchase value.

Marketing Potential

• Traditional: Limited marketing impact.
• Custom: Serve as branded marketing tools, raising brand awareness and leaving a lasting impression with every use.

Data Collection

• Traditional: Offers limited data on usage.
• Custom: Can be integrated with loyalty programs or utilise tracking features to gather valuable insights into customer behaviour and preferences.

Overall Experience

• Traditional: Standard and forgettable.
• Custom: Creates a more personalised and engaging experience, fostering stronger customer relationships and loyalty.

Traditional gift cards are, in essence, a basic transactional tool, while custom options leverage creativity and personalisation to become strategic marketing assets that drive repeat business and brand loyalty.

Why Customisation Matters

Think of a basic gift card – bland design, standard message, and an aura of indifference. It might get the job done for last-minute fixes, but it does little to cultivate lasting loyalty.

This is where customisation steps in, armed with its magic wand. By tailoring your gift cards or Visa cards to specific occasions, distinct customer segments, or even individual preferences, you create a unique and memorable experience. This experience fosters deeper engagement and increases the allure of returning for more.

Creative Ways to Encourage Repeat Purchases with Custom Gift Cards

Let's dive deeper and explore some inspiring ways to use custom business gift cards as engines for repeat purchases:

Seasonal Flair

Infuse your gift cards with the vibrant spirit of different seasons. Imagine a Halloween card adorned with playful ghouls or a Valentine's Day card blooming with hearts. These seasonal touches add a layer of fun and relevance, making the gift more personally resonant and engaging.

Event-Specific Branding

Hosting a product launch or a customer appreciation event? Create limited-edition gift cards with exclusive designs and messages commemorating the occasion. This approach reinforces brand association and creates a sense of exclusivity that customers appreciate.

Targeted Themes

Speak directly to the hearts (and interests) of your diverse customer segments with theme-based designs. Offer coffee-themed gift cards for your caffeine-loving patrons or sports-themed ones for your athletic clientele. This targeted personalisation shows you understand their interests, forging a stronger connection.

Emotional Expressions

Allow customers to add heartfelt notes or personalised messages to gift cards. These little expressions can be funny inside jokes, sweet sentiments, or heartfelt congratulations. They add a sentimental touch and make the gift feel more meaningful, encouraging the recipient to return and relive those positive emotions.

Convenience with a Wink

To offer convenience while still allowing for a personal touch, create a selection of pre-written messages catering to different occasions, like "Happy Birthday, treat yourself!" or "You aced that project, celebrate your success!"

Interactive Surprises

Embed QR codes or unique URLs on the gift card that lead to personalised video messages or interactive greetings. This addition adds a layer of surprise and engagement, creates a lasting impression and potentially sparks curiosity to explore your brand further.

Tiered Rewards

Offer gift cards with different value tiers and attach escalating rewards to each tier. A reward-based approach incentivises spending more and encourages customers to progress through higher tiers, increasing their overall engagement with your brand.

Limited-Edition Bonuses

To create a sense of scarcity and urgency, introduce limited-edition gift cards with exclusive discounts, bonus products, or early access to new releases. Limited edition bonuses drive customers to purchase before the offer expires and potentially return for more.

Partnership Power

Collaborate with local businesses to offer combined gift cards. Imagine a gift card usable at your café, a nearby bakery, or a camping company, encouraging customers to explore both establishments and potentially become regulars at both.

Loyalty Points

Integrate your gift card program with a loyalty program where customers earn points with every purchase. These points can be redeemed for additional gift cards, discounts, or exclusive experiences, creating a gamified loop that encourages repeat visits and builds excitement.

Interactive Challenges

It's essential to foster engagement and community building while promoting your brand and encouraging user-generated content. So, run contests or challenges where customers can win gift cards by completing specific actions like sharing your social media page or leaving reviews.

Hidden Surprises

Embed surprise elements within the gift card, like scratch-off sections revealing discounts or bonus offers. These small surprises add a fun element of discovery and encourage customers to use the card's entire value, potentially leading to additional purchases to maximise their gains.

The key to success is understanding your target audience and tailoring your customisation options accordingly. Now, go forth and unleash the creative potential of your gift card program!