Why Didn't I Think of That?
After the lengthy blog posting I wrote back in August, I really thought I had examined all the compelling attributes of gift cards. Here's an excerpt from that blog post:
If you do any kind of couponing to moms, consider changing your formatting to be more gift-card like. Retailers report that when they switch from paper gift certificates to gift cards, they sell between 50-100% more. Direct mail companies also report upticks for gift-card "coupons." I've encouraged several of Maternal Instinct's clients to print savings coupons on heavy card stock with rounded corners and to snot-glue them on mailers. There's just something about this format that telegraphs value and practically screams: "pull me out and put me in your wallet."
Talbots took this advice one step further with a strikingly simple idea. On the second page of their holiday catalog is a gift card, snot-glued to the page, with the copy:
The Instant Gift
Forget someone? Not sure what to get her? Out of time to buy that last gift? No problem. Just peel off this gift card, call 1-800-825-2687 or visit a store to activate it in the denomination of your choice, and voila! Instant -- and very appreciated -- gift.
Brilliant. You remove it and tuck it away for a possible last-minute gift need. It doesn't reek of a last-minute gift by being an e-giftcard sent via email. It's a real bonafide piece of plastic that looks like you made an in-store visit to obtain. Then when the gift crisis hits, you tuck it into a card, and voila. Aren't you thoughtful?
The only downside to this campaign is in the execution. They haven't enabled web activation. You still need to call in or visit a store to activate it. Bummer. Their 1-800 number is open until 2 a.m. EST, but still. So close to a perfect execution, might as well go all the way and create a web landing page for card activation. Plus I think they could have been more presumptive and glued 2-3 cards on the page, since I'm rarely scrambling for only 1 last minute gift.
Here's my prediction for Christmas 2010: gift card retailers will join forces and run co-op ads where they snot-glue several different cards on one magazine ad. You tear the page out and it becomes your Emergency Gift 911 for almost anyone on your list, from kids to gadget guys to pet owners. Please leave your thoughts and opinions in the comments section below, even if -- no, especially if -- you don't agree with what I've written.
posted by Kat Gordon @ 9:54 AM
4 Comments
4 Comments:
But, you did...because you're taking the idea to the next level! Funny, I saw this just after spotting a reminder email about a kids'birthday party tomorrow for which I have no gifts and no time. Here's hoping that more retailers/marketers jump on this bandwagon.
A brilliant idea indeed, but I agree with you about the web-enabling. It still baffles me when retailers don't have their "360" shopping experience complete ... I recently encountered a similar frustration when I wanted to buy a big-ticket item toy for my little one for Christmas. The retailer had mailed very generous coupons that were redeemable only in-store - but the item was out of stock in the store and only available online, and they couldn't cross-honor the coupon. SO - I went somewhere else. Frustrating and a waste of time.
Great feedback, Dorothy and Jordan. Thanks for commenting. I've decided to start to keep unloaded gift cards at home for last-minute needs like this. For years my younger son would love to take home gift cards from stores where they are kept on the counters (i.e. Starbucks) and carry them around in his kid wallet. Never did it occur to me to do the same for practical purposes.
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