Physical Gift Cards Still Beloved in an Increasingly Digital Age
The majority of consumers think it is important that a gift card can be purchased and delivered physically rather than by email or mobile phone.
However, this majority is accompanied by increased comfort with digital gifting alternatives, according to UK-specific research recently published by global gift card provider Stored Value Solutions (SVS).
Based on an independent poll of UK shoppers carried out on behalf of SVS, 60% prefer sending physical cards over eGift cards and 65% prefer to receive a physical gift card. Despite this, as many as 78% revealed they would be happy to buy a gift card online and 27% have already redeemed a gift card via email or mobile phone. This latter figure is particularly interesting considering only a minority of British retailers currently offer eGift cards.
Although interned-based shopping is now an established feature of our British retail experience to complement in-store experiences, it appears that eGift cards have not yet become commonplace in our online shopping baskets.
Germain Roesch, SVS Executive Vice President International, said, “This research echoes our own anecdotal experience, suggesting that eGift cards are still in their infancy. However, as smart phones give rise to new shopping behaviour, such as showrooming for example, we think that the demand for services such as eGift cards will grow in the future and is something retailers should prepare for.”
About the survey
SVS commissioned independent market consultancy Trifecta Research Group to research gift card use and attitudes. They surveyed 1,000 consumers in April 2014 who were chosen to reflect an accurate cross-section of the UK in terms of age and gender.
About Stored Value Solutions (SVS)
Award-winning SVS is a global provider of gift cards and stored value solutions, managing successful gift card programmes for top retail brands around the world. We support over 600 million card products in 50 countries and 26 currencies every year – with each card possessing the ability to influence consumer behaviour and drive sales. Through 20 years of industry experience, our team has expertise in retail gift cards, promotional offers, consumer engagement strategies, eCommerce solutions and mobile interactivity. To learn more, visit us at: www.storedvalue.com.