GiftCard Partners Blog

In today’s competitive landscape, gift card programs are no longer just a convenient gifting option—they’re a strategic tool to amplify sales, foster loyalty, and expand brand visibility. By partnering with experts like GiftCard Partners, businesses can streamline their gift card programs, driving tangible growth and deeper customer engagement with powerful gift card marketing strategies.

Another study out this week, by the Incentive Research Foundation shows again, what the GCP team has known for years, cash incentives are not always the most effective.  According to this new research non-cash incentives such as merchandise, travel, and gift cards prove more effective than cash rewards.  Employees find them to be more valuable.  They drive more competition in today's tough economy, and are viewed as a special treat, rather than cash that could be spent on bills, or groceries.  Non-cash incentives must be used for a special occasion, whether it is a trip, or "free" merchandise purchased through a gift card. The trophy value of gift cards and other non-cash incentives is also important in today's economy.  No one wants to lose their job, or feel as though their job is in danger, these kinds of incentives serve as better reinforcement of behavior than cash.  Employees take more notice of other employees receiving non-cash incentives, rather than a check that is often included in an employees regular paycheck.   So when beginning to think about end of quarter, or end of year bonuses and rewards, think outside the "cash box."  
For more information on the Incentive Research Foundation study click here.

With all the hub bub about prepaid technologies like mobile wallets, mCerts and virtual gift cards, Ben Jackson from Mercator Advisory Group, offers us his calming and factual perspective in
“The future form of closed-loop gift cards – Reports of plastic’s demise are greatly exaggerated”. Ben examines 3 great lessons of history to temper the overstated destiny of plastic gift cards and advises “that new technologies do not always completely distance old ones”. The history lessons offer great perspective that “There will always be a place for plastic, but (the) day will soon arrive where virtual cards and mobile cards will be a necessary part of every issuer’s prepaid strategy. The task for issuers is to figure out what needs each form factor fills and tailor their program to make each work towards the best results”, states Jackson. This is great advice for issuers, retailers and merchants as they look to grow their businesses with diversity versus alienating parties via the next big technology.

It's baack, we have blogged about it before, but now it walks among us, so it seems time to revisit Google Wallet.  It is the first smart phone app, only available on a very select few smart phone models, that allows you to complete payment transactions using your phone, instead of a credit card, or the prehistoric form of payment, cash.  Google wallet is revolutionizing commerce, and how people recieve rewards.  Imagine how easy it would be for a company running a health and wellness program to simply place electronic CVS/Pharmacy gift cards in their employees' Google Wallet accounts, instead of going through the hassle of ordering physical cards, and having to have the cards activated. As revolutionizing as Google Wallet could be, it will still take time to catch on.  For one, it is not yet widely available, and it would be a bit of a stretch to say that people will switch cell phones, or even carriers for this technology.  Additionally, it remains to be seen how many consumers will actually use the technology, given that a wide margin have expressed discomfort in using mobile technology for financial purposes, give the possibilities of identity theft and hacking. Google Wallet will revolutionize commerce, and the face of the gift card industry, just not immediately.  
For more information on Google Wallet, from someone who has actually tested the technology, click here

Employers are now finding ways to punish employees for unhealthy behavior.  Increasingly, employers are holding their employees responsible.  Instead of blindly providing health insurance to all employees on the same level, regardless of their health, employers are giving one kind of insurance to healthy employees, and a less desirable package to less healthy employees.  Deductibles are higher for employees who are over weight, who smoke, or who have other conditions that result from unhealthy behavior.  Employees can avoid this cost by participating in wellness programs, provided by the employer, but if they choose not to, they face the insurance increase. Some workers rights groups find these practices coercive, and unfair.  Opposition to these kinds of insurance programs stem from the fact that often, it cannot be proven exactly how much more a less healthy person costs a company, than someone who is healthy and in good shape.  At GiftCard Partners we believe that a Carrot Vs. the Stick approach, which offers rewards and incentives for good behavior, is far better than outcasting and punishing employees.  Although these practices promote a healthy lifestyle, is it fair to essentially reduce an employees paycheck when the company cannot tell exactly how much more that person is costing them?  
For more information read the full Chicago Sun-Times article If you have an opinion on these programs, or your company runs a program similar to this, leave us a comment.