Those who do ecommerce know that a large part of their turnover can be concentrated in the last few months of the year. For this simple reason it is advisable to plan in advance the strategy to be adopted and the individual actions to be taken. Not doing so could mean losing opportunities.
Planning is obviously part of the “product strategy” or should be asked: what products (or services) more than others do people buy at Christmas? Which of the products I sell is also a gift? What are the most searched products in the reference period? What are the products that people love to give away and which competitors do not sell or cannot sell at the price I practice? Etc.
Gift cards (gift vouchers) are fully part of this strategy for all companies whose products and services can also be sold as Christmas gifts or for any other occasion.
Gift vouchers are not new to e-commerce. I am sure you already know well what it is. There are different types ranging from gift cards for sale in the vicinity of supermarket checkouts, through the “travel / experience boxes” for sale, for example in bookstores, ending up with gift vouchers purchased and sent directly by email.
The principle is one and always the same: there is someone who, instead of buying a product / service directly as a gift, buys a “credit” in the form of a gift card that he will give (give away) to another person who can later use it directly choosing the product you prefer.
Why are gift cards successful?
If you have been following me for a while, you know that to analyze the successes or failures of any initiative it is first of all essential to analyze the purchasing processes of the customers. Only by knowing the purchasing processes will we be able to intuit what can work and consequently elaborate a sensible strategy. Also on this principle the Connection Funnel is based, that is the method that Manuel Faè and I use to elaborate web marketing strategies in any sector and that we have explained during the 3 live editions of the WMI course that has now turned into an online course.
So let’s talk about some aspects of the “my gift card site” buying process. Some products can be purchased both for personal use and as gifts for others.
This means that different purchasing processes exist for the same product. When you buy a product for you, you do it to solve your problem or for your personal pleasure and you will be the one to use it.
When you buy the same product as a gift for others you are instead solving some slightly different problems such as:
- Buy a gift to MAKE HAPPY someone.
- Buy a gift to DO BEAUTIFUL FIGURE.
- Buy a gift because you feel DUTY to do so.