In today’s increasingly competitive e-commerce and retail landscape, gift card programs have become a strategic tool for brands, driving not only increased sales but also enhanced customer loyalty. A well-optimized program can generate between 5% and 7% of total revenue, while also boosting new customer acquisition and solidifying brand recognition. To maximize ROI, it’s essential to regularly assess the performance of these programs.
With over 10 years of experience and a proven track record of supporting hundreds of brands, Buybox has developed a comprehensive scoring system to help businesses deeply analyze and optimize their gift card programs.
Effectively evaluating your gift card program
This gift card scoring grid consists of 88 criteria and 16 bonus points, covering the three pillars of a comprehensive gift card program:
⦁ Direct sales to consumers: The framework reviews the entire purchasing journey for both physical and digital gift cards. This includes in-store presentation, inventory management, the user experience on the e-commerce site, the clarity of the offer, and the journey for both the purchaser and the recipient.
⦁ Direct sales to businesses: It ensures all B2B-specific functionalities are in place, such as bulk ordering and customization options for corporate gift cards.
⦁ Reselling gift cards via third-party partners: The evaluation assesses the alignment of the distribution strategy with the brand image, including API partnerships, security policies, and distributor management.
As a true payment method, the gift card must meet strict criteria regarding security, fraud prevention, accounting, legal frameworks, customer service, and data reporting.
How to maximize the use of the scoring grid:
⦁ Self-evaluation: Review each criterion and use the “Comments” section to note areas of improvement (what’s working, what needs revision, etc.).
⦁ Score: At the end, a score out of 20 is automatically calculated, providing you with a clear assessment of your program.
⦁ Results analysis: Easily identify growth opportunities and areas for improvement in your gift card program.
⦁ Prioritization of actions: Adjust your priorities based on your strategy and realign your roadmap accordingly.
⦁ Performance tracking: Measure the impact of your efforts and monitor the progress made.
By leveraging this evaluation tool, you’ll have everything you need to adjust, develop, and boost the effectiveness of your gift card program. This is particularly relevant as the holiday season approaches—a key moment when gift cards can be seen as an investment to retain and attract new consumers.
Ready to improve your performance? Download the complete scoring grid here
About Buybox
Buybox is a SaaS solution provider that empowers brands to manage their omnichannel gift card programs from A to Z, covering processing, B2C, B2B and reselling aspects. Our customer-centric approach ensures that we deliver the best technical solutions to meet the real needs of brands, offering them a new way to acquire customers, generate revenue, and support them in defining a sustainable gift card strategy.
For more detailed information about Buybox, please visit our website.
