The Promotional Card Blueprint: 4 Strategies for Your Redeemable Card Campaign
3. Customer appeasement: It's inevitable that any business will encounter a degree of customer dissatisfaction, however, your latest customer complaint may present an opportunity. In fact, shoppers who receive a positive response to poor reviews are 186 percent more likely to make a purchase and show, on average, a 157 percent higher product sentiment, according to The Conversation Index, Vol. 6, study by Bazaarvoice. By offering promotional cards to dissatisfied customers, you can transform an operational headache into a customer-retention strategy.
4. Rebates: Historically, rebate programs served as a great way to give consumers that gentle push to buy. However, Amazon.com's same-day shipping craze and the rise of omnichannel programs like buy online, pick up in-store have demonstrated that we live in a retail world fueled by instant gratification. With traditional rebates, a customer is mailed a check or sent an open loop gift card (e.g., Visa or Amex) and rebate money is more likely to be spent elsewhere. When a shopper receives a promotional card, they're guaranteed to spend with the brand that issued it. A money-back offer does little to encourage return shoppers, nor does it capitalize on the need for immediate gratification. Exchange your rebate program for promotional cards and you'll give your dealers the flexibility to drive sales by catering to customer convenience and impulsiveness, while driving consumers back to their shopping carts.
To learn more about incorporating promotional cards into your marketing strategy, register for Shopatron's webinar, How to Incentivize Shoppers with a Promotional Card Program.
Loreal Lynch is the vice president of marketing at Shopatron, a provider of cloud-based e-commerce order management.