Gift cards increase in popularity

Gift cards are increasing in popularity, a poll has recently found.

A study by gift card provider Stored Value Solutions revealed that 44% of UK shoppers prefer gift cards to any type of gift item, with only 13% preferring other gift items to gift cards.

It found that 51% of shoppers in the UK bought more gift cards in 2013 than they had in 2012.

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Germain Roesch, SVS executive vice president international, said, “Gift card programmes support customer acquisition. Research showed that of those people who had received a gift card in the past year, 25% redeemed with a brand they had heard of but never previously visited. In addition, 10% became repeat shoppers after redeeming at a brand they had previously not liked. These findings indicate the strength gift cards have to infl

The John Lewis Partnership has appointed Stored Value Solutions to deliver a new gift card programme for the John Lewis and Waitrose retail divisions.

The strategy is a departure for the retailer, which had previously run a paper gift voucher scheme.

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