How To Understand Your Gift Card Buying Habits

Transcription

1 B2B GIFT CARD BUYER AND REDEMPTION TRENDS, ANALYSIS, AND BEST PRACTICES 2013 IMA Summit Denver, CO 1 1

2 Objective of Session To provide: 1. deeper insight into the B2B buyer 2. insight into redemption behavior of B2B gift card recipients 3. an understanding of how to assess gift card sales data 4. best practices for maximizing B2B gift card sales 2

3 Your B2B Experts Pam Hoffmaster Strategic Planning Director Stoner Bunting Gift Cards Betsi Bowman Merchant Acquisitions Manager InteliSpend Prepaid Solutions Diane Walker Owner Reaf Marketing 3

4 B2B MARKET AND PURCHASING TRENDS Pam Hoffmaster Stoner Bunting 4

5 Content Background and Objectives Methodology Key Findings Results 5

6 Stoner Bunting Background Stoner Bunting is an advertising agency in business for 30 years Branding, ad campaigns, direct response, Web design, research, etc. Started managing retailer gift card programs in 2002 Currently manage 30 merchant gift card programs Team of 20+ people work in sales, account management, analytics, and operations 6

7 Research Objectives The IGCC presented research at the 2012 Motivation Show by the Incentive Research Foundation on B2B Gift Cards Results were compelling as it was the first time we were able to: Quantify the value of the bulk gift card space $22.7 Billion Gain insight into bulk buying habits 7

8 Research Objectives We wanted to confirm: Who is buying gift cards What are the purchasing habits What are they buying We wanted to be able to use this intelligence to create strategies to continue to grow our clients sales List purchasing Telemarketing, marketing Follow up 8

9 Methodology Stoner Bunting has a list of buyers that have placed orders for our client gift cards The buyers are NOT re-sellers We sent survey to 350 buyers and received responses from over a 30% response rate This was an online survey with 10 questions We offered an incentive to take the survey 9

10 Key Findings: Who is Buying Over 43% work for companies that are 250 employees or more Sales, Marketing/Management and Human Resources are the departments that are purchasing over 70% of the gift cards 80% of the respondents are using the gift cards for employee rewards or consumer promotions 50% of those purchasing are in a management position 10

11 Key Findings: Purchasing Habits 61% purchase gift cards 4 or more times a year 30% are spending over $25,000 a year on gift cards 70% are purchasing from the merchant web site 11

12 Key Findings: What are They Buying 42% are buying the same gift card every time they purchase 58% are buying multiple brands 80% are purchasing restaurant gift cards, and 60% are buying entertainment gift cards Merchant/Brand appeal was the top reason for purchasing the gift cards Discount and ease of purchasing were also a consideration in purchasing gift cards 12

13 Key Take Aways Increase sales by direct buyers More efficient use of time and resources Strategic follow up and communications to the right audience Targeted list buying marketing Message for specific audience 13

14 SURVEY RESULTS 14 14

15 80% of respondents are using for Employee & Consumer rewards 60.0% 50.0% 55.0% 40.0% 44.1% 30.0% 20.0% 10.0% 15.3% 0.0% Employee incentives or reward Customer incentives or rewards Business partner or client gifts How do you use the gift cards you recently ordered in bulk? (Choose all that apply) *More than 1 field can be checked 15

16 61% of respondents are buying 4+ times a year 31.5% 38.8% or more 5.4% 24.3% How many bulk gift card purchases do you make per year? 16

17 While 42% are buying the same brand of gift card every time they make a purchase, 58% buy more than one brand 42.3% 57.7% Same gift card brand Multiple gift card brands Do you purchase the same gift card brand in each order or do you buy multiple brands during the year? 17

18 Restaurant Gift Cards Fast Food Gift Cards Department Store Gift Cards Sporting Goods Gift Cards Fashion/Apparel Gift Cards Entertainment Gift Cards Other Grocery Store / Basic Needs Gift Cards Gas Cards Hardware Store Cards Electronics Gift Cards Prepaid (Visa, Am Ex) Gift Cards The highest performing categories are Restaurants, Department Stores/Fashion Stores, Entertainment 100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 85.9% 37.5% 39.1% 21.9% 18.8% 59.4% 1.6% 15.6% 9.4% 7.8% 4.7% 12.5% What types of gift cards do you purchase? (Choose all that apply) *More than 1 field can be checked 18

19 30% spend over $25,000 per year on gift cards 4.5% 5.4% 13.5% 6.3% 37.9% $5,000 or less $5,001 - $25,000 $25,001 - $50,000 $50,001 - $150,000 $150,001 - $1,000,000 More than $1,000, % What is your total annual gift card purchase volume? 19

20 Over 70% purchase from the merchant web site 80.0% 80.0% 70.0% 70.0% 60.0% 50.0% 40.0% 50.0% 30.0% 20.0% 40.0% 10.0% 30.0% 0.0% 20.0% 10.0% 0.0% 31.5% 31.5% At the merchant's location 12.6% At a Gift Card Mall located within a grocery store, convenience store, or other retailer that offers multiple gift card 12.6% brands Where do you typically purchase gift cards for business use? (Choose all that apply) 73.9% 73.9% From the merchant's website 17.1% From an online Gift Card Mall that offers multiple gift card brands 17.1% Merchant's Location Gift Card Mall Merchant's Website Online Gift Card Mall 20

21 Merchant/Brand Appeal, Ease of Purchasing, and Discount on Bulk Purchases all have significant importance in selection of gift cards 70% 60% 50% 59% 57% 40% 47% 30% 20% 10% 18% 0% Merchant/Brand Appeal to Employee Ease of Purchasing in Bulk Discount on Bulk Purchases Minimum Quantity Required for Discount Rank the importance of the following factors in your selection of a gift card for your business needs. (Choose all that apply) *More than 1 field can be checked 21

22 Appendix Q1: How do you use the gift cards you recently ordered in bulk? (Choose all that apply) Q2: How many bulk gift card purchases do you make per year? Q3: Do you purchase the same gift card brand in each order or do you buy multiple brands during the year? Q4: What types of gift cards do you purchase? (Choose all that apply) Q5: What is your total annual gift card purchase volume? Q6: Where do you typically purchase gift cards for business use? (Choose all that apply) Q7: Please rank the importance of the following factors in your selection of a gift card for your business needs. Q8: Please indicate the size of your business or organization. Q9: Which of the following best describes your department or job function? Q10: Which of the following best describes your position? 22

23 23 Questions?

24 B2B REDEMPTION TRENDS Betsi Bowman Intellispend 24 24

25 What does InteliSpend do? InteliSpend is uniquely suited for bringing prepaid to business Prepaid pioneer and industry leader Prepaid for Business Deepest product platform means more intelligent solutions Corporate/ B2B focused Employee Sales/distribution channels Consumers Offer clients ability to develop tailored solutions 71% of Fortune 500 companies 88% of Fortune 100 companies 90% of Fortune 50 companies Over 200 retail, travel, dining & entertainment merchants 25 25

26 InteliSpend Product Usage Employee Reward and Recognition 61.27% Consumer Promotion 24.57% Sales Incentive 11.23% Dealer/Distributer 2.57% Expense Management.33% Wellness.03% Note: percentages will not add up to 100% as our clients use our prepaid cards and reward management technology for a number of programs, sometimes multiple programs for the same company. 26

27 DirectSpend Redemption Totals 2009 Totals 2010 Totals 2011 Totals 2012 Totals 27

28 Open Card Data Consistent Over Time 31% of Open Spend lacks trophy value 18% is spent on Groceries & Discount Stores 6% is spent on Gas 5% is spent on Fast Food 2% is spent at Bars/Liquor Stores Regardless of economic conditions these cards show consistent redemption 28

29 Key Take Aways Greater awareness in the B2B marketplace. Opportunity to increase incremental sales through spend you currently don t have access to. The Competition Factor Are they in or out? Robust promotional plans to help increase brand awareness and drive incremental sales to your door 29

30 B2B CUSTOMER SEGMENTATION & GROWTH STRATEGIES Diane Walker Reaf Marketing 30

31 B2B Market B2B Gift Card Trends $22.7 Billion US Industry according to IGCC 52% of US businesses use gift cards for incentive or recognition purposes 87% of businesses running non-cash programs include gift cards as a reward My gift card sales are going to be flat this year! What can I do??? 31

32 Sales Funnel Suspect Prospect Most expensive CUSTOMER, CLIENT, ADVOCATE (Most cost-effective) 32

33 Analyze Your Base Who are your top buyers? What percent of sales are they generating? Are all of my sales in one spot? How much more growth is available? 33

34 Getting the most out of your base 0% 1% 1% 1% 0% 0% 0% 7% 4% 18% 5% 2% 15% 15% 8% 22% 70% of your sales are coming from 25% of your base 34

35 Getting the most out of your base Case Study 1: Assess how many programs you are in with each buyer Questions to ask: What programs are we in? What programs aren t we in? Why? Is there something we can offer up to get into new programs? How are we indexing compared to category? Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Totals 2011 $9,500 $135,000 $393,500 $80,000 $205,000 $145,000 $968, $90,000 $95,000 $180,000 $95,000 $220,000 $76,000 $179,500 $128,500 $142,000 $213,000 $326,000 $476,000 $ 221, $215,000 $161,250 $137,000 $378,000 $487,000 $1,378,250 35

36 Getting the most out of your base Case Study 2: Adding Digital ecodes to Current Program Sales w/o ecerts Sales with ecerts 2,500 3,000 2,000 1,500 1, Jan Feb Mar Apr May June Jul Aug Sep Oct Nov Dec ,500 2,000 1,500 1, Jan Feb Mar Apr May June Jul Aug Sep Oct Nov Dec If it weren t for ecerts, sales would be slightly below ecerts made up approximately 27% of sales in Nov and 32% in Dec. Overall growth in Nov=14% / Dec=25%. Overall growth for program Nov = 12%/Dec 15%. 36

37 Getting the most out of your base Case Study 3: Adding Direct Response Advertising $500,000 $450,000 $400,000 $350,000 $300,000 $250,000 $200,000 $150,000 $100,000 $50,000 $ Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2012 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2012 $90,000 $95,000 $180,000 $95,000 $220,000 $76,000 $179,500 $128,500 $142,000 $213,000 $326,000 $476,000 37

38 Getting the most out of your base Case Study 4: Adding Editorial Advertising Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Multimerchant 2012 Multimerchant 2011 Multimerchant 2010 % of change % % 38

39 Getting the most out of your base Case Study 5: Add Promotions 2012 SUMMARY Spring Break Promo Back to School Promo Holiday Promo Penetration: 4,592 organizations purchased the gift card in 2012, which is 27% of their network (a 4% increase over 2011.) Sales: YoY sales were up by 13%. Promotions: Extra discounts were offered to schools for purchasing during Back-to- School, Spring Break, and Holiday timeframes. Sales spiked each time a promotion was offered. 39

40 Key Take Aways 1. Understand what programs you are in within each of your buyers. 2. Add ecerts into existing programs when you can. 3. Test advertising (direct response and editorial). 4. Add promotions and track penetration in scrip. 40

41 Round Table Deep Dives What: Enable participants to dive deeper, share best practices and discuss how to leverage todays content to grow b2b gift card sales. When: Tuesday 1:45 2:45 Format: Match sticker color on badge to room: Cripple Creek 1 (red) Cripple Creek 2 (green) Silverton 1 (blue) 15 minute sessions Attendees stay put in room Moderators and scribes will rotate Consolidated notes will be posted to web-site 41

42 42 THANK YOU!