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Gift Card Topics and Trends
ICMA 25th Anniversary Card Manufacturing and Personalization EXPO
Copyright © 2015 ABnote Corporation • All Rights Reserved
Copyright © 2015 ABnote Corporation • All Rights Reserved
Disclaimer: The views expressed here are mine alone and come from the
perspective of a manufacturer, shopper, and enthusiast.
-- Karen BrookerVP Sales, ABnote North America
ICMA 25th Anniversary Card Manufacturing and Personalization EXPO
Copyright © 2015 ABnote Corporation • All Rights Reserved
• Merchant and Processor Expectations• Digital Disruption• Incorporating “Cute” to Drive Gift Card Sales
ICMA 25th Anniversary Card Manufacturing and Personalization EXPO
Copyright © 2015 ABnote Corporation • All Rights Reserved
Cheaper * Better * Faster
Merchant and Processor Expectations
• Continued pressure to cut costs• Simultaneous pressure to innovate and enhance• Turn-time expectations are very aggressive
Some EMV-focused manufacturers are walking away from the business…
Copyright © 2015 ABnote Corporation • All Rights Reserved
Shrinking Demand for the Physical Gift Card…
Digital Disruption
• Gyft, CashStar, and others - Disrupting the physical gift card marketplace with digital e-gift experiences?
• The secondary market for gift cards - “Cheapening” perceived value of gift cards?
• CR80 form factor - Losing meaning among Millennials?
Copyright © 2015 ABnote Corporation • All Rights Reserved
…Yet Physical Cards are not Going Away
Digital Disruption…Eventually
• Physical gift cards are often an impulse buy –Placement, display, and frequency of exposure affect purchasing behavior
• Specialty merchants incorporate special features or techniques on their physical gift cards to enhance their brand – These techniques may not translate well digitally
Copyright © 2015 ABnote Corporation • All Rights Reserved
This little birdie would like to tell you a secret you probably didn’t know about gift card design…
Copyright © 2015 ABnote Corporation • All Rights Reserved
Nenkov and Scott (2014) Found that “Whimsically Cute” Gift Card Designs may Prime Recipients to Make More
Enjoyable Purchases!
Cuteness as a Gift Card Attribute
The researchers studied participants’ choices of movie purchases when shopping with one of three different Amazon gift cards – one “whimsically cute” (with Polka-dots) one “cute kinchenschema” (with a photo of a baby on the front), and one “neutral.”
Copyright © 2015 ABnote Corporation • All Rights Reserved
Fun, whimsical designs may actually prime the gift card shopper to indulge…and to have fun during a purchase…
•Bright Colors•Child-like or baby-like characters or themes
ICMA 25th Anniversary Card Manufacturing and Personalization EXPO
Copyright © 2015 ABnote Corporation • All Rights Reserved
Karen BrookerVP Sales, ABnote North [email protected]
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