When gift cards started showing up in the holiday stockings and at birthdays more and more I did not take it seriously. Just a trend, I thought, about 7 years ago. Now the gift card kiosks at a Walgreens or Safeway dominate when you come in. And now I see for gifting and actually carrying around your “favorite” brand it provides a sense of exclusivity and power. You are a Macy’s buyer or a iTunes shopper. The focus is on how and where you go to shop.
Gift Cards Are the Brand
The best thing about gift cards is that your favorite brand is in front of your face when you’re not at the store or online shopping. You’re in line at Safeway or Walgreens and near the checkout is this massive kiosk with cards like leaves covering it from top to bottom.
The relationship to the brand and what you want to buy or give to some one is simple at this point. You know Macy’s is big for your aunt so you buy the card and put the appropriate dollars on it. My son only wants Amazon cards. It’s simple and I don’t have to think. Starbucks? What a great way to say thank you to someone.
Connecting to Customers
The future of these brands will be in how they cross-market between the retail store environment, the online store and the gift card kiosk to customers when they are not in the store environment. This is done excellently by Starbucks in their shops. Knowing the value you get from your brand keeps you connected and and involved. Will others catch on?