Best Practice Tips for Gift Cards
As we get set to turn the calendar page to 2016, we wanted to get out some best practice tips for Gift Cards.
The gift card concept evolved from gift certificates as branded cards designed to be used within a store network. Blockbuster video was the first retailer to bring Gift Cards to market and the idea quickly took hold. Fast forward to today, more than 50% of consumers will purchase a gift card during the holiday shopping season.
Card use has expanded from store-specific cards like Best Buy or Target to include the now popular card carrier branded gift cards from VISA, MasterCard, American Express, and Discover that can be used anywhere. In fact, gift cards are so popular they have come to often replace the age-old favorite Christmas gift of cash.
One of the point-of-sale challenges for retailers processing gift cards is that gift cards are often used in combination with another tender when completing a transaction. This results from a split tender situation where you might purchase an item for $50 and have a gift card for $20 that covers only a portion of the price. It is good practice to rehearse these situations with your retail teams to make sure everyone is comfortable with your procedures for processing such a transaction.
Gift cards are typically anonymous and some online retailers don’t accept cards that are not registered to a billing address or a named individual. If you are an online retailer, it is a good idea to make sure your team is prepared to handle a situation where a card might be declined due to lack of information. There is a good article on this at GiftCards.com.
The gift card industry is sure to be a fixture going forward, and Motus Financial is here to help with Gift Card services for businesses looking to brand their own cards. Call us today to find out more about how to utilize this tool to help grow your business. Or take a look at our Gift Card program at www.motuscc.com.