Seeking redemption in the retail world
One4all Marketing Manager Aoife Davey talks about the challenge of getting people to actually spend a gift-card
A One4all gift card transaction involves four stakeholders - the seller, the purchaser, the recipient and the retailer. And as market leader with 7,000 retailers, 1,800 sales outlets and 5,000 corporate clients in Ireland, we have many stakeholders!
Our biggest stakeholders are our retail partners and our overriding purpose is to drive incremental business into their stores.
Through outlets such as An Post, we offer them thousands of non-competing sales channels they wouldn't normally have access to. The nationwide An Post network alone gives retailers an extra 1,100 sales outlets.
We also work with over 5,000 Irish businesses in the area of rewards and incentives, offering the One4all gift card as a flexible and tax-efficient reward.
However, what may surprise some is that neither we nor our retail partners get any income until the One4all gift card is spent. The marketing challenge for us then is to get the card holders to spend. Some of our retail partners work with us year round to achieve this, and tactics can range from simple point-of-sale messages at the till to in-store announcements and mutual promotions.
For the past four years we've invested in an annual above the line and PR campaign with the sole aim of driving One4all gift card redemptions. This means we work with retail partners to offer an added-value incentive to customers when they spend their gift card during a specific period.
Last year was a good example.
Working with Crumlin Children's Hospital, we donated to the hospital every time a gift card was spent in one of our retail partners over a week-long period. It was a great success, helped also by five of our retail partners joining in and so €1 was donated every time a card was redeemed in one of their stores. The campaign's success shows the value of innovative thinking and partnerships that add value to all concerned.
Sunday Indo Business