While we offer an in-house gift card as well as a Visa gift card, it’s the retail branded gift card range from Blackhawk that works best for us. Shopper feedback is that they feel like they are giving more of a gift by giving a retail store branded gift card whereas the Visa card might as well be cash. Shopper feedback has encouraged us to look at the range of branded gift cards we sell. We’re talking with Blackhawk about expanding the range.
In our shopping centre there are three other outlets selling the Blackhawk gift cards. Since we sell more greeting cards it makes sense for us to get more of the gift card business.
Any newsagent can sell Blackhawk cards. There is no stock cost so the financial risk is minimal. The free merchandising makes selling easy.