1 Valuable insight fr bth new and veteran merchant services salespeple. Please enjy these excerpts frm Marc Beauchamp s indispensible publicatin Hw t Survive and Thrive in the Merchant Services Industry II. Chapter Furteen- Gift Cards Chapter Fifteen- Lyalty Cards Arm yurself with the knwledge t excel in the payments industry. Fr mre infrmatin n this insightful publicatin, please visit these sites: Abut the Authr Marc Beauchamp is a dynamic and engaging entrepreneur wh has develped several successful cmpanies. He has ver 20 years experience in sales, training, and marketing in varius rles. In additin t merchant services, he has sld payrll systems, human resurce management slutins, cmputer sftware, hardware, Website design services, and a variety f financial and insurance prducts. Marc has served in multiple capacities, including Accunt Executive, Natinal Accunt Manager, Sales Manager, Marketing Directr, Vice President, and CEO. He has wrked in the merchant services industry fr well ver a decade. Marc has hired and trained several thusand merchant services prfessinals ver the span f his career. At ne pint he managed a full-time utside sales frce f 80 representatives, an inside sales frce f 25, and an ffice staff f 8 with sales ffices in mst majr markets in the United States. Thrugh his cnsulting cmpany, Perfrmance Training Systems (www.bankcard101.cm), Marc has prvided cnsulting and training services t literally thusands f ISOs and agents. He is uniquely aware f the challenges facing field sales representatives, sales managers, issuers, acquirers, and ISOs. In 2009, in rder t reach a wider audience and prvide unbiased and affrdable training, Marc funded the Bankcard Bt Camp (www.bankcardbtcamp.cm). The Bankcard Bt Camp s missin is t prvide industryleading educatin, sales training, and resurces t help merchant-level salespeple thrive in this cmpetitive business.
2 Chapter Furteen Gift Cards Cntributing Writer Christian Murray Excerpted frm Hw t Survive and Thrive in the Merchant Services Industry II by Marc J. Beauchamp Gift Card Histry The cncept f the gift card was riginally intrduced by retailers like McDnalds and JC Penney in the early 1970s and 1980s using paper and thin plastic cards. Gift card prgrams began getting mre expsure and recgnitin in 1995 with their intrductin by a few larger retailers, such as Blckbuster and Kmart. These retailers adapted gift card systems t replace paper gift certificates and t help streamline tracking and recnciliatin. The systems cntinued t gain mmentum and ppularity after ther large retailers began aggressively prmting the cards thrugh the media and TV. Within a few shrt years, the gift card cncept had prven its wrth and verall necessity t retailers f all types. One f the reasns the gift card technlgy cntinued t grw and becme mainstream with retailers f all types was ultimately because f the media and cnsumer awareness that ther retailers helped build. It was als a prduct that slved issues that all businesses had with using manual paper certificate systems. The gift card market has cme a lng way ver the years, and tday card sales represent an enrmus market with vlume exceeding $97 billin in Tday there are many prviders that ffer these slutins but nly a select few that specialize in supprting the ISO sales channels exclusively. Gift Card Facts Infrmatin relating t the grwth and usage f gift cards can be btained nline frm hundreds f surces. Belw are key statistics yu may find useful. Gift card sales ttaled $97 billin in 2007, up frm $83 billin in 2006, accrding t data frm the Twer Grup. Accrding t a Cmdata survey, cnsumers spent an average f $ n gift cards during the 2007 hliday seasn, up frm the $186 they expected t spend in Synergistics Research reprts that 64% f surveyed husehlds find a multi-purpse gift card t be valuable. Accrding t a January 2007 Natinal Retail Federatin survey, 79.7% f cnsumers said that they plan n buying at least ne gift card next hliday seasn. In Nvember 2006, nly an estimated 5.6% f cnsumers have cmpleted mre than tw-thirds f their hliday shpping, and 68.5% have nly cmpleted 10% f their ttal hliday shpping. Mst cnsumers use gift cards as a last-minute gift.
3 The biggest change in 2007 gift card usage cmpared with 2006 is the large increase in cnsumer preference fr cash cards. 39% f ttal gift card recipients prefer t receive cash cards. An estimated 10% t 15% f gift card recipients never cash in cards. Gift card recipients als bring new custmers int stres that they might nt have therwise visited. While shppers can easily purchase gift cards at a variety f lcatins, mst cnsumers (76.7%) chse t buy gift cards frm stres where the card will be redeemed. One in six adults had re-gifted a gift card they received. Cnsumers reprted receiving an average f 3.8 gift cards in the 2007 hliday seasn. Gift Card Purchasers Say 93% are likely t purchase additinal gift cards in the next year. 56% prefer having the ability t relad r add value t a card nce used. 69% prefer a card fr which they chse the card value vs. a preset value and 78% decide t buy gift cards prir t entering a stre, reflecting strng gift card awareness and satisfactin. Over the years gift cards have becme a staple value-added prduct that many ISOs and MLSs ffer t their merchants. These slutins cntinue t serve as a very imprtant retentin tl within the payment industry. The prgrams cntinue t assist merchants with imprved tracking, reduced fraud, streamlined peratins, and increased cash flw. S what is a Gift Card? A gift card is made f PVC plastic and has a magnetic stripe n the back. The card is sld t the cnsumer at face value and mney is then cllected upfrnt by the merchant. After payment is taken the card is swiped thrugh a terminal r ther pint-f-sale system t add value r redeem balances. Cards are typically printed with the merchant s infrmatin r artwrk n the frnt and additinal disclsures r text n the back. Standard cards are a CR mil thickness and are ffered in varius types f materials like PVC plastic, Teslin laminated plyester, and Styrene (a pressed paper stck). The mst widely used card stck is PVC. Sample: Frnt and back f card
4 Type f Gift Card Systems There are tw types f gift card systems that are ffered tday. These systems are divided int clsed lp and pen lp prgrams. Clsed Lp Prgrams are able t be used within the lcatins that have an applicatin r dwnlad inside f a terminal r POS system. Sme sftware ptins fr prcessing cards may include windws-based and virtual terminals. These cards can be used within a clsed lp envirnment and are nt able t be used utside f the merchant s lcatins. Clsed lp prgrams ffer a wide variety f ptins fr merchants f all sizes. The cards can nly be used within the lcatin(s) designated by the merchant. Clsed lp prgrams are very easy t manage and give merchants the tls needed t track and recncile sales and redemptins. Clsed lp prgrams are a preferred ptin as they are affrdable and easy t launch. Merchants can custmize the cards with their lgs r artwrk. Open Lp Prgrams are cards that have a Visa, MasterCard, American Express, r Discver lg. These prgrams allw merchants t becme an issuer and add pre-paid value t the card. Cardhlders are nt limited t using the card within a specific merchant lcatin; they can use it anywhere that accepts the card brand. These prgrams are mre cmplex and are targeted t merchants that typically are nt cncerned with keeping the mney within their lcatin(s). Types f Gift Card Prgrams Merchants can utilize plastic card prgrams in many ways ther than standard gift cards. Depending n the prvider and the prgrams available, merchants can select the package and features that best fit their individual business. Adapting alternative ways f selling cards t merchants is always helpful and can differentiate a sales agent frm the cmpetitin. Belw are examples f several unique frms as prepaid prgram can take: Standard Electrnic Gift Card The standard electrnic gift card replaces the traditinal paper-based gift certificate. Cards are activated with a pre-paid balance and may be used multiple times until the riginal balance is depleted. Retail Merchant Credit Cards are issued in place f a cash refund r traditinal credit certificate, t prvide an in-stre credit, r t prvide an incentive fr custmers t visit the stre. Allws merchants t keep mney in the lcatin withut giving cash back n returned items. Separate tracking fr merchants s they can reprt n returned items. Merchant types: retail, strefrnt, r ther tangible prduct that is purchased frm a merchant lcatin.
5 Crprate Vucher Card Replaces paper vucher systems typically used by retailers fr business-t-business transactins r Huse Accunts. Can be used by any type f merchant that wants t ffer a huse accunt charge r extend credit t custmers. Merchant types: bars, restaurants, service-related, glf curses, ver-55 prperties, crpratins, fleet accunts, and mre. Single-Authrizatin Card Nrmally used t prvide a vehicle fr a single purchase f a qualified prduct r amunt against the card. Only ne transactin will be authrized against the card regardless f the value f the purchase. Merchants utilize this type f prgram fr dnatins r charity. Can als be used fr marketing; fr example, a merchant culd activate a grup f cards fr $5.00 and pass them ut at an event t attract new custmers. Emplyee Incentive Card: Incentive cards are mainly used t reward emplyees wh meet specific criteria. Value may be added at any time fr additinal incentives. This prgram is very helpful t businesses that wish t track emplyee incentives. S des the merchant benefit? There are many benefits t merchants that implement these systems. Belw is a list f benefits that merchants can take advantage f when launching a gift card prgram. Results may vary depending n a variety f factrs and their lcal demgraphics. Increased sales and cash flw The sale f a gift card itself immediately generates revenue fr the merchant. Revenue generated can be as much as 60% depending n marketing and nging prmtins. Allws upfrnt cash t be utilized by merchants t expand and grw business. Breakage and unredeemed balances 10 20% breakage n average. In mst states, breakage can be retained by the merchant. Better tracking and reprting capabilities Less time recnciling sales vs. redemptins. The ability t capture cardhlder infrmatin. Prvides sales and card activity by lcatin(s). Manage user privilege levels at lcatins.
6 Reduces fraud & duplicate usage Randm nn-sequential numbering helps prevent fraud and theft. Systems have additinal security features t help cntrl users and clerks. Eliminates the ptential f duplicate cards frm being issued. Builds brand awareness The card itself acts as an advertisement in smene s purse r wallet, where it may be seen n a regular basis by the recipient. Attracts shppers t chse merchants that ffer card prgrams ver thers that d nt. Great marketing tl in a lcal cmmunity. N cash back t custmers System helps manage returns and exchanges withut giving cash back t be spent utside f the lcatin (s). On average, merchants can enjy a 3-mnth flat n funds cllected. Reduces cash refunds because card users are chsing the gift they desire instead f receiving a gift they might return. Ease f use and faster transactins Helps speed up transactins at the pint f sale. Prcessing gift cards is similar t a credit card transactin. Less steps at the pint f sale increases sales and efficiencies Eliminates manual bkkeeping Mst nline reprting systems can prvide merchants with recnciliatin reprts and ther data. Saves merchants lts f time with tracking and reprting ttal utstanding liability n cards. Pint and click technlgy that can be used t track marketing r prmtinal effrts that a merchant has launched. Lw cst f entry Cnsidering hw the systems streamline peratins and tracking, many merchants are able t save time and mney using these slutins. Mst prviders ffer affrdable ptins like transactin-based and flat-rate mnthly slutins. N interchange fees, membership dues, r assessments assciated with gift cards. Attract new custmers Card prgrams prmte businesses and help turn ne-time buyers int lifetime custmers. Cards that have been received as gifts typically draw in custmers t the lcatin that wuld have never therwise visited r purchased frm the merchant. Higher ticket prices r purchases fr merchants Average ticket prices n gift card transactins are 20% t 50% higher research shws that peple spend, n average, 61% mre than the value f their card.
7 Prmtes higher-than-nrmal ticket sizes fr merchants. Prmtes impulse purchases Cards are ften bught as an impulse purchase that therwise wuld nt have ccurred. Custmers will tend t buy cards that are prmted at the pint f sale. Offering cards slves last-minute gift ideas fr custmers that dn t have the time t shp. Can be the perfect gift fr lved nes wh have n idea what t purchase. Added cntrl ver activated cards Mst systems ffer the merchant real-time cntrls t blck r cancel cards within their system. Merchants are able t blck lst r stlen cards that have an active balance. They can issue new nes withut having lst certificates picked up and used in additin t the replaced ne. With paper certificates, the merchant wuld traditinally issue anther certificate in the same amunt t accmmdate their custmers. Helps manage dnatins and charitable cntributins Tracking cards separately frm gift cards can help merchants with nging dnatins and charitable fferings. By issuing these cards, merchants can utilize the marketing effrts f lcal schls and charities in their cmmunities. ISOs and MLS Benefits: Fr many within the payments prcessing business, gift cards greatly increase retentin and prfits. Merchants are less likely t cancel a bankcard accunt r leave a prcessr if they have utstanding gift cards in custmer s hands. Fr sme, gift cards are the glue that hlds tgether lng-term merchant relatinships. Fr many agents and MLS sales prfessinals, the gift card prgrams ffer a drway int accunts that nrmally wuld nt be interested in their prcessrs services. Helps increase sales and merchant retentin fr ISO. Prmtes additinal terminal upgrades and leases with merchants. Differentiates sales agents frm the ther agents wh are slely selling n price. Offers merchants additinal prducts ther than standard credit card prcessing. Builds cnfidence and helps agents secure clser business relatinships with merchants. Helps with setting appintments with and cld calling n merchants that therwise wuld nt bk an appintment. Builds mre intimate lng-term relatinships that can lead t additinal sales and prfits. Increases pprtunities fr selling agents t receive lcal referrals t ther merchants that may want a gift card slutin. Gift Card Sales Tactics Depending n yur individual strategy, there are a multitude f sales scripts and presentatins that can be used. Mst agents will determine the best methd fr their sales effrts. Fr sme, it can depend whether they are selling in persn r ver the phne. Having a slid presentatin and understanding the value yu re adding t the merchant is paramunt. Here are a few icebreakers that may help yu get yur ft in the dr.
8 Hell d yu sell gift certificates? If nt, wuld yu like t learn hw t increase sales and tracking fr yur business? D yu currently give cash back? Wuld yu like t learn hw t keep that mney in the stre? D yu have issues with tracking & reprting n gift certificates? Wuld yu like t knw hw much mney is ut there? D yu ffer incentives t yur custmers? Did yu knw yu culd increase yur average ticket size by as much as 100% using gift cards? By rewarding cnsumers fr purchasing cards with higher balances, it s easy t duble yur average ticket. Example: Fr purchases f $ r mre n a gift card, receive an extra $10.00 n the card. OR, if they add value t an existing card, yu can ffer an incentive. Are yu ffering pint-f-sale merchandise that yur custmers can buy? By having a special ffer r prmting the cards at the pint f purchase, yu have a much better chance f getting a sale. Can I shw yu hw t use Gift Cards t get mre impulse purchases and put mre cash in yur pcket immediately after launching a slutin? D yu have prblems with fraud r duplicate usage n paper certificates? We have slutins that greatly reduce the pssibility f theft and that make clerks and servers accuntable. This slutin als prevents duplicate paper certificates frm being used and altered by custmers r staff. Are yu lking fr new ways f attracting new custmers? Having gift cards and prmting within and utside f yur lcatin can reel in new custmers wh are lking fr a gift idea fr a family r friend. Let s spend sme time tday and review sme marketing ideas that will help attract new custmers t yur business. Have yu heard f the many benefits that gift cards ffers retailers? Gift cards imprve sales, tracking, reprting, and security, and they help save time and mney spent recnciling paper-based certificates each year. Wuld yu be willing t learn abut hw t market yur business using a shp lcal card prgram? Did yu knw merchants are teaming tgether t ffer cnsumers a discunt r rewards card that can be used all ver twns acrss America? Wuld yu like t learn mre abut hw yu can participate frm increased traffic and FREE advertising? Hw much mney are yu spending n marketing? What is yur return n investment?
9 Can I shw yu hw a 500 1,000 gift card package can make yu a large return n yur initial investment and at the same time help transfrm hw yu currently sell paper certificates? Are yu lking fr a mre affrdable means f marketing yur business? Hw much mney have yu spent n radi, direct mail, and newspaper advertising? Did yu knw launching a gift card prgram is the mst effective way f generating immediate cash flw the same day yu launch? Have yu experienced a drp in sales this seasn r ver the past year? I am srry t hear abut that we have seen a spike in merchants wh are lking fr slutins t help them increase sales. We are having great success wrking with ur merchants and helping them implement mney-making slutins. Here are a cuple mre alternative selling ideas: Schl Lunch Cards Allw a parent the ability t put funds n a student s card fr meals r ther items within the schl. Cllege and University Card Card can be replenished by parents fr textbks and meal purchases n campus. It prevents the mney frm being spent utside f the schl. It ensures the student gets what the parents r family intended. Dentist Card Card can be used fr reccurring visits r cleanings. Dentist can ffer a discunt fr prepayment. In-huse Debit Card Fr any business that wants t extend credit t its custmers. Wrks great and keeps track f spending and credit accunts. Easy t manage and implement. Car Wash Card Card can be sld at car wash fr prepaid car care. Rewards r lyalty can be bundled n same card and reward custmers fr repeat business. Reward culd be a FREE wash r detailing. Membership Card Merchant can sell levels f membership and the card can ffer larger rewards based n level f membership. Merchants can earn revenues by merchandising the card and can als increase verall business and repeat visits. Cupn Card Cards can be printed with a pre-determined dllar amunt r percentage discunt ff the custmer s next visit. These cards can be given away FREE at lcal events r mailed t new hme buyers after they mve int twn.
10 Glf Curse Cards Glf curses can use these prgrams t help manage their pr shp, snack bar, restaurant, and pre-paid glf memberships. Members can use a single card fr everything n the prperty. Often, glf teachers are given accunts t use n site, and the card wuld be a great slutin t track and manage balances. Retirement Cmmunities Cards can be issued t peple within the cmmunity and activated with a spending limit t be used anywhere n the prperty. Makes it easier fr the elderly and als keeps track f spending and mney available. Shp Lcal Card Cnsumers can purchase a special card that can be purchased r redeemed anywhere within a circle f participating merchant lcatins. Cnsumers will lve the fact they can use the card at retailers and restaurants r service prviders. The card prgram wuld help prmte lcal business and wuld help generate spending in the lcal cmmunity. Charity Cards Cards can be merchandised and sld t merchants that benefit a lcal r natinal charity. A percentage f the card issuance prceeds can be sent t the charity after the purchase is made. These prgrams are a great way t sign new merchants up and cntribute tward helping peple. As yu can see, just selling gift card prgrams is nt enugh. The key is uncvering unique ways in which yur merchants can benefit frm this technlgy. Depending n the target merchant types that are being fcused n, a selling agent r ISO needs t understand mre abut the type f business and in what ways the card can help imprve efficiencies and generate cash flw. Finding unique ways f marketing different types f card prgrams can greatly strengthen and diversify yur prtfli. Surces: Gift Card FACTS Reprt 2006, BIGresearch, American Greetings, Prfit Pint, American Bankers Assciatin, ZDNet Research, Crprate Research Internatinal, Stred Value Systems, Natinal Retail Federatin. All material and studies listed are wned by their respective surces.
11 Chapter Fifteen Lyalty Cards Guest Writer Christian Murray Excerpted frm Hw t Survive and Thrive in the Merchant Services Industry II by Marc J. Beauchamp Accrding t a recent article by Cllquy Magazine, A lyalty prgram is ne that seeks t identify, maintain, and increase the yield frm custmers thrugh lng-term, interactive, value-added relatinships. In this cmpetitive business climate, many merchants are lking fr mre, innvative, ways t increase custmer lyalty. This is ne f the httest segments f the merchant services industry. There are thusands f lyalty prgrams in the marketplace. The lyalty industry is estimated at $5 billin and rising. That is why lyalty and rewards prgrams have taken center stage fr many payment prfessinals. Merchants can truly benefit frm day ne that a lyalty and rewards prgram is launched. Lyalty- and rewards-based slutins are the stickiness that is critical t helping merchants retain lyal business and increase visits and prfits. Cmpanies everywhere are implementing and advertising custmer lyalty prgrams. Lyalty prgrams are nw available at yur lcal carwash, aut repair, vide stre, retailer, and restaurant. Cmpanies realize that their mst precius asset is their existing custmer base. Merchants are acutely aware that it csts much mre t acquire a new custmer than t market t an existing custmer. S What is a Lyalty r Rewards Card? Lyalty r rewards prgrams are launched using a card made f PVC plastic that has a magnetic stripe n the back. The card can be used t accumulate pints, dllars, r rewards in a merchant s stre r business. The card tracks visits, prducts purchased, r ttal dllars spent. The merchant can predetermine the levels f rewards r pints available in the prgram. Cnsumers wuld then visit the lcatin(s) and present the card at the time f sale. The card is then swiped and the system calculates the reward r dllar-based credit t the card. After a predetermined level is reached r a particular prduct is purchased, the custmer can be rewarded with a credit r with the cash value n the card. Prgrams vary frm merchant t merchant depending n the prvider, equipment, and applicatins available. Types f Lyalty/Reward Card Prgrams Several types f prgrams are available and can be easily implemented int mst the majrity f business types. Sme reward-based systems may als be cmbined with a gift card prgram. The Cmb Card ffers a pre-paid balance and accumulates nging pints r dllar-based rewards. This allws merchants t prvide rewards based n the number f times a cnsumer visits r hw much a cnsumer spends. Here are sme examples:
12 Frequency Reward Prgram: The Frequency Reward Prgram ffers a flexible way fr custmers t purchase a set number f items r receive a free r discunted item r service. Dllar Reward Prgram: The Dllar Reward Prgram ffers custmers a way t earn rewards based n their spending. The pints can be cnverted t a dllar value, added back nt the card autmatically, and used tward future stre credit. Rebate/Discunt: Allws merchants t reward cnsumers based n a percentage f the sale amunt. Mst systems will handle the cnversin and calculatins and add the percentage t the card after the purchase. Frequency Prgram: Frequency prgrams ffer a custmer a reward based n a set number f items purchased r visits. The merchant can chse the number f purchases required and the item/service that the reward balance can be redeemed fr. Building a successful prgram that will generate psitive returns n investment fr merchants requires sme basic analysis f the surrunding demgraphics and lcal cmpetitive landscape. Nt all merchants will use the systems the same, and many will require custmized slutins t help match their marketing gals. Fr sme, it s simply time and mney that is required t manage a successful campaign. Fr thers, creating enugh value and marketing the prgrams effectively is what is needed. Types f Marketing Strategies Using Cards Lyalty is a useful predictr f hw custmers will respnd t marketing ffers. Mrever, custmer lyalty is increasingly viewed as an imprtant indicatr f retailer perfrmance. There are a variety f marketing strategies that a merchant may deply. Finding the right fit depends n the type f business, type f service, r specific lcal demgraphics. Relatinship Card Marketing: Usually fcuses n develping a lng-term relatinship with custmers. This prgram ften helps merchants target what type f items r services each custmer desires the mst. This marketing tactic ften results in much mre wrdf-muth activity, lng-term purchasing behavir, and a willingness t participate in surveys and ther targeted marketing. Example: Merchants may include a questinnaire that asks what the cnsumer s interests are and then utilize that data t send specialized prduct specials r fferings. Transactinal Card Marketing: This strategy is mst widely used in a retail envirnment and cntinues t be an effective way t reach larger amunts f custmers with minimal effrt. This apprach creates passive, reactive, and shrt-term custmer relatinships and des nt fcus n lng-term custmer lyalty and custmer retentin, as relatinship card marketing des. This is ften used in frmulating marketing campaigns that result in greater success in a shrter perid f time. Rewards can be instant r can be easily reached by custmers. Prgram is designed t ffer faster results and build a lyal custmer base with minimal effrt ther than internal prmtin and marketing. Shp Lcal/Calitin Card Marketing: Prgrams that can be used at multiple lcatins and benefit the custmer by ffering mre value. Cnsumers can visit the participating lcatins within the clsed-lp circle and earn rewards based n standard r custm prgram types. These slutins are becming very ppular with small- t medium-sized
13 businesses. Building mre value and cmbining marketing effrts can greatly increase the success f the prgrams. Example: Use the card t g t dinner fr Italian tnight and then use it the next day in a she stre fllwed by a sub shp fr lunch. Offering cnsumers a multitude f discunts r rewards n a single card creates substantial benefits t the cardhlders in that cmmunity. Frequency card marketing: Can increase the number f visits, purchases, r items that custmers buy in a lcatin and rewards cnsumers based n their activity and purchasing behavir. Example: A merchant may reward cnsumers n a card based n hw many times they frequent a lcatin r n hw many advertised items they buy. Enfrced card marketing: Wuld require a cnsumer t autmatically register r participate in the prgram in rder t becme a valid member r t receive lng-term services r perks frm the merchant. Example: requires a lgin nline r in-stre sign-up in rder t begin utilizing services r benefits n a card. One-t-ne card marketing: Prvides direct custmizatin fr each user r custmer. Nt typical f card prgrams, but can benefit merchants by custmizing the slutin t ffer in-persn discunts r ther prmtins that may be chsen by the cnsumer. Example: Offer specific reward levels based n ptins that can be ffered t each cnsumer. Criteria can be length, accunt status, r dllar vlume in purchases. Cards can be used t track and reward. Punch Card Marketing: One f the riginal marketing methds that has been in existence fr many years. Mst effective type f marketing t attract repeat business. The majrity f these slutins are managed n a paper card and hles are punched fr each visit r purchase made. Cards can replace this manual punch-hle system very easily. Card is swiped and prcessed vs. punching hles. Utilizing the cards wuld prvide much better tracking and functinality fr the merchant. Hw D Merchants Benefit by Utilizing a Lyalty and Rewards Prgram? There are several majr benefits that cme with perating a lyalty r reward system. Sme f the many benefits are the fllwing: Enhanced image/brand reinfrcement. Prmtes increased spending and repeat business. Ability t capture custmer infrmatin and track purchase histry. Tracking and reprting allws merchant t easily manage prgram. Creates a mre persnal relatinship with custmers. Distinguishes the merchant s business frm the lcal cmpetitin. Card members are mre likely t refer thers t visit. Prmtins r special events can als be launched using cards. Slutins are affrdable yet ffer rbust functinality t manage prgrams. Better ROI than traditinal marketing methds. Reduces labr cst and prvides a streamlined prcess at the POS.
14 Additinal benefits can be realized by business wners if they truly get behind the prgram and prmte it aggressively. Yu, as a merchant-fcused salespersn, need t ensure they are taught hw t use the prgram prperly r it will nt generate the desired results. Keep in mind nt all prgrams require the card t be printed with lyalty card r rewards card ; each merchant shuld name its prgram based n hw it plans t cme t market. Examples may include: Preferred Guest Card, Savings Card, Discunt Card, VIP Guest Card, Yur Club Card, r any ther branded name that fits best. There is a True Need within the Market Successful lyalty r rewards systems are the stickiness that merchants need in tday s cmpetitive market. Finding the right value added slutin fr each merchant is nt ckiecutter and des require prbing and needs analysis n the part f the selling agent. The true pwer f card marketing is a valuable tl in the payment prfessinal s prduct suite. Lyalty applicatins are anther excellent way t get yur ft in the dr f a ptential custmer. Merchants are much mre willing t talk t smene abut an pprtunity t increase their traffic, prfit, and custmer retentin than they are abut saving mney n credit card prcessing.