In an era marked by rising inflation, prepaid cards have become more than mere financial tools. They are increasingly seen as strategic assets in managing the economic pressures felt by consumers and retailers alike. The benefits of gift cards extend beyond financial transactions, helping retailers build personal relationships and loyalty with their customers.
In a recent PaymentsJournal podcast, Sam Lituchy, Vice President and Head of Gift Solutions at Fiserv, spoke with Jordan Hirschfield, Director of Prepaid Payments at Javelin Strategy & Research, about how prepaid cards have evolved into multifaceted tools and how the benefits for consumers can also benefit the issuers.
Advantages from All Angles
The reasons for businesses to offer strong gift card programs are many. Fiserv data shows that revenue growth is about 15% to 25% greater when customers are engaged in a merchant’s loyalty offering or program. That tends to show up in a variety of ways, whether from increased frequency or greater average order value.
On top of that, prepaid cards can provide a more cost-efficient customer acquisition tool than other competitive advertising or marketing channels. “A strong loyalty program can turn a traditional consumer or user of that program into a great advocate,” Lituchy said. “Once that happens, the user often starts a social recruitment journey, bringing in friends or family members into that program.”
Lastly, the data captured from these loyalty programs is extremely powerful.
Merchants have an opportunity to leverage this data, gaining insights into demographics, engagement patterns, and purchasing behavior. It allows them to analyze what is working well, what is not, and what they should double down on.
“Customer acquisition costs are worth keeping an eye on here,” Hirschfield said. “What we see in our research is if you use incentives in concert with your loyalty program, you might get $20 savings to acquire a new customer. That’s pretty impactful, and all those benefits have a knock-on effect on spend.”
There’s also a spending uplift when a retailer can rely on loyal customers. The small things you might do to bring customers into your loyalty program pay off time and again through not only the first customer but also the social aspect of getting more customers in.
More Than the Value
Prepaid cards can also be a more cost-effective payment method, driving top-line growth and bottom-line savings. Many merchants are unaware of the benefits of the upfront cash that a gift card sale can generate for merchants. Those funds can be invested in a variety of ways.
Consumers tend to spend more than the face value of the card when they come in. They may come into a store with a $50 card and ultimately spend more than that. Javelin’s research indicates that 40% of gift card recipients will always or usually spend more than the value of a card. Another 25% splurge on a more expensive item than the card’s value, and 30% say they will visit the store more often. By getting people to come into their store and have that tactile experience, merchants might have another 20% that try a new brand or product or service.
“The TV that my kids use for their video gaming went out,” Hirschfield said. “I used a gift card and ended up buying a more expensive TV than I was anticipating. It was a better brand than maybe I would have normally done for the less technical TV they play their video games on. Without really planning to, I maximized the value of that gift card that I had sitting here.”
The Self-Use Cycle
On the flip side, smaller balances do get left on cards. Those unused balances over time can continue to build and ultimately get recognized as revenue, which is obviously a benefit for the business. A few businesses have been able to build a lot of remaining balance, which increases revenue.
The self-use cycle allows those stored values to always remain in the merchant’s account. That merchant can put that money to work while the consumer is waiting to use it. While those funds are a liability on the balance sheet against future use, they can be interest-bearing.
Consumers in the loyalty program provide more value to the retailer when they reload the card. It may have started as a gift, but the card becomes a cyclical self-use item if it’s constantly being decreased, never reaching zero but always providing continued benefits to the consumer and the merchant. That arms the merchant with much more powerful information and at a reduced cost rather than doing such research through a third party. These cost advantages become amplified because 80% of self-purchasers anticipate buying more cards for self-use in the coming year.
Beyond Gifts
“Gift card” has become in many ways a misnomer because self-use is what drives the repeatable business for prepaid cards. When people buy a gift card for themselves, they’re doing it to earn rewards. Javelin’s research shows that among people buying prepaid cards for self-use, 40% do it to earn loyalty points, while 48% do it to take advantage of a promotion.
One of the least-known benefits of offering gift or stored-value cards is that payment processing fees are reduced. The total cost between a gift card sale and its subsequent usage tends to be lower than a traditional interchange driven payment. There are further savings when merchants can incentivize consumers into their first-party app or wallet, to continue bringing them into the merchant ecosystem.
A handful of examples in the marketplace, like Starbucks and Walmart, have done an exemplary job of bringing consumers into their experience, keeping them involved in that ecosystem. That drives down the cost of acceptance for those merchants on each transaction. The most successful gift card programs will use synergy and consumer habits to bring advantages of all kinds to the issuers and the customers.
“I have been a loyal Delta flyer for years, and my Delta account is tied to my Starbucks account,” Hirschfield noted. “If I load up my card with $25, I get something like 250 miles. If I load $100, it’s more like 2,000 miles, for money that I’m going to spend at Starbucks anyway. These programs not only reward regular use but can tie in like-minded partners to do so in ways that engage the consumer on multiple aspects to do a bigger initial purchase. And that $25 to $100 purchase at Starbucks reduces their cost, when you consider the average price of going to Starbucks is probably somewhere between $5 and $10 per person.”
Any well-run loyalty program combines all those advantages. It’s not just about enticing people to buy a gift; it’s getting them to also buy for themselves, to be more engaged, earn those points, earn those rewards, and build that loyalty.
Learn More About Fiserv Stored Value and Loyalty.
