Sara Cantor of the Curious Shopper, wrote a well-written piece on designing better gift cards. To her, they’re very practical for the giver and receiver, however the feeling is a bit impersonal. Ok, we smarties know that complementing a gift card with a note or ‘regular card’?! is the obvious quick personalization tool we can use to show that extra TLC. But what else can we do?
The gift card is the one product that retailers have complete design dominion over. First there was an option to choose a different card design, but who really cares about that? Sara shows an example of a nice ‘experience set’ that formed the environment of a card she purchased, but which ultimately didn’t do the trick for her. I thought it was well designed, but ah well…I had to read more, and she got me thinking of the possibilities advanced web tools retailers could use on their website to make some really nifty gift experiences. If people can make their own custom postcards, stickers and correspondence/business cards with Moo, well there should be a lot of additional personalization options to retailers who are willing to step up to the plate and look into printing & fulfillment outsourcing options that are available.
If any of you have stories or examples of personalized gift cards and related experiences, please share!
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I love this topic because we created a company just to solve this problem called DimpleDough (www.dimpledough.com). The name means “smiles on cash” and our software allows retailers to offer photo personalization of gift cards online. We firmly believe that if someone can add a photo of someone they love on the face of a retail gift card then that becomes not only a personal experience, but a valuable emotional connection for the brand and the gift card recipient.
Think about how often people scramble to buy a paper greeting card as an after thought to give the “personal touch”, but if the card itself was the personal touch… wow! Then what goes on the face of that gift card could be as valuable if not more valuable than the cash value on the card itself. Plus if you are the one shopping for a friend, rather than merely finding a bland card and stumbling for your wallet to checkout YOU become emotionally engaged in the process as you eagerly search through your digital library to create a gift rather than buy a gift. At this point the retailer has really connected the brand with the card buyer and the card recipient on a much deeper level than a simple transaction.
Good words - Moo.com is great BTW.
~Shawn
Shawn,
Thanks for the heads up. I’m laughing a little at your strong enthusiasm (not you). I agree in principle with your reasoning and like the work your company has done in creating custom card designs.
But I’m not going to stop there, because Sara kind of shrugged off the presentational environmental element of the Woodfield gift card: envelope, box, bag, design, extras. How about we throw in a small box of Godiva chocolates? Could be a pure promotional size, but yummy nonetheless.
Let’s give the envelope or other elements special design treatment as well. Drag and drop elements you like, have it custom printed and made to order. Perhaps I’m asking too much in the manufacturing/fulfillment area, considering customers do like a quick turnaround time. But if you get a big enough retailer to take the challenge on…the volume alone would justify the cost. Knocking on wood now, I hope Wal-Mart doesn’t get any funny ideas…
I work with a company who is very passionate about this topic as well - how to make giving a gift card more personal.
Seastone (www.Seastone.com) creates gift card packaging. So instead of sticking a gift card into a greeting card, at many retailers you can now purchase innovative packaging such as a box, tin, little purse, etc. Similar to what Sara Cantor bought - but with more choice. Does your gift recipient love “The Peanuts?” Then you can choose a Snoopy stocking with a little gift card inside. Is it a teenage girl? How about a box shaped like a purse?
Funny that you mention Wal-Mart, because they are actually a customer, and they do some extensive gift card packaging during the holidays. Take a look this season and you’ll probably see some innovative new ideas.
Allison,
Thanks for stopping by with your contribution. It is greatly appreciated to the conversation.
I like some of your company’s concepts. Decorative tins can be really cool as a packaging treatment. If the container’s design has a certain appeal to the recipient, they may want to keep & use it…and that’s where the additional value comes in, which is what I’m looking for. A cleverly designed container (using original or licensed artwork/imagery) is one option.
You know what else I like? Little plush toys/figures (fabric/plastic) with perhaps a little sleeve in the back or other holding mechanism for the card. The toy could then be attached to a backpack, placed on a shelf, on a desk, next to the computer…???
I’m still digging the chocolate other bundled promotional sample option. If you’re at a department store, how about a little holster for samples from the fragrance dept? There would be an option for a his/her set. Now that’s a good idea!
Maybe if there is enough value-added, you could make the set as an upgraded purchase option. Just some ideas to throw around.
Any more?
I think that both of these companies have the right idea. DimpleDough, I didn’t know you existed but I think your concept is right-on. It’s more than just “something extra,” it’s something personalized. Mario, I think your builds about it being a web service would actually work, if the retailer had enough scale.
And Seastone, I have to imagine the market is growing for your services as well. Because again, it’s not just about dressing it up (which the Woodfield card did), it’s about offering the customer a personalization option. If I’d been able to choose my Woodfield card’s “decor,” I may have still chosen that gold-themed set, but at least it would have been reflective of the recipient. I’d like to see more added-value packaging, and I’ll watch Wal*Mart closely this season.
I recently bought my brother a gift card to Ruth’s Chris steakhouse. He’s been a vegetarian for 12 years, and recently decided to start eating meat again. So I bought him this gift card because we live in different states, and I know that chain exists in his area. The choice of restaurant was somewhat personalized, but the card would have been even better if I could have screened it with his picture, sitting down to a big meal (I have a photo that would’ve worked perfectly).
Or, what if he gave the card to his waiter, the waiter snapped a photo of him AT THE DINNER, and then they mailed the photo to him later! The use of the gift card initiated a special follow-up gift, a picture of the event.
I think the key is using gift cards to unlock a new experience, beyond simply exchanging money for goods or services.
Sara,
Thanks for stopping by!
Yes, the concept of the shopper having a choice is the paramount idea. All big discounters should have creative containers or other devices.
The picture idea is great and can be applied to all types of retail establishments, as DimpleDough has shown is possible.
I really like the added value of promotional items, but realize that this is much better suited for high-end department stores. But can that concept be stretched? I remember in college, getting these promotional bags every semester in the first week with free samples of many major consumer products…the biggest sponsors from personal care and hygiene.
I believe for special holidays, middle and lower-range retailers can make some extra cash for bundling these promo items with their gift cards. The only concern I see is with safety; promotional food products are a gray area.