Prospecting: Staples, CHEFS Use E-Gift Cards to Acquire Last-Minute Holiday Shoppers
As two out of nearly 50 retailers participating in Click It To Gift It Day, Staples and CHEFS relied on the power of the internet and gift cards to squeeze every dollar possible out of the busy holiday shopping season.
Occurring Thursday, Dec. 23, the first annual Click It To Gift It Day initiative provided con sumers a one-stop shop where they could purchase personalized e-gift cards delivered via email. Along with being a convenience and loyalty builder for shoppers, there was a more immediate benefit for retailers who typically see a drop in gift card sales during the last week before Christmas due to shipping deadlines: e-gift cards essentially provided two extra shopping days. Digital gifting and incentives company CashStar established the one-day promotion.
"As people are looking for new ways to shop and as travel becomes a little more burdensome, they're looking for alternate ways of giving gifts," says Jaa Aguilar, search and affiliate marketing specialist for CHEFS. "Gift cards are becoming a stronger and stronger form of gift, and this is presenting them with something they're wanting."
To help it spread the word regarding Click It To Gift It Day and the fact that its e-gift cards were available as part of the campaign, Staples took to its social media outlets. The cross-channel office supplies retailer posted notices of the campaign on both its Facebook page and Twitter account. CHEFS also publicized its involvement in the campaign on its Facebook and Twitter pages, in addition to an email blast sent to its subscribers on Dec. 23.
"That coupled with CashStar's efforts with Click It To Gift It have helped us get the word out on e-gift cards this year," notes Karen Pevenstein, spokesperson, Staples, of the brand's social media efforts for the one-day event.
Staples involvement in CashStar's Click It To Gift It Day promotion featured a truly cross-channel angle to it, as e-gift cards purchased for the brand were only able to be redeemed at Staples' brick-and-mortar locations.