gift voucher marketing · emerging trends: personalization 58% of 2018 respondents said they would...
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GIFT VOUCHER MARKETINGBetter Gift Voucher Marketing for Hotels, Spas & Restaurants
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2018 Gift Voucher Buying Trends.
“The gift voucher industry has strong long-term prospects…. the youngest
demographics represent the highest sales contributors.”
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2018 Buying Trends: Time of the Year
Nov & Dec Daily Revenue
0%
5%
10%
15%
20%
25%
30%
35%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
% Sales Revenue
Black Friday
Cyber Monday
Christmas Eve
Mother’s Day
Mother’s Day remains the
only notable sales peak
outside of Q4…
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2018 Buying Trends: Time of the Day
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Mon Tue Wed Thu Fri Sat Sun
% Revenue - Day of the Week
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23
% of Revenue - Time of Day
Lunchers
Loungers
The best times to send voucher based
email or social campaigns are lunchtime
and early evenings…
Mondays & Saturdays are
the most popular
shopping days
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2018 Buying Trends: Voucher Types
£100 Gift
Voucher£75 Gift Voucher
£50 Gift Voucher
0%
10%
20%
30%
40%
50%
60%
GiftExperience
Monetary Special Offer
% of Revenue
Afternoon Tea
Massage
Menu
Other
Monetary Voucher Experience Vouchers
Monetary vouchers
are still best sellers,
but experience gets
closer every year
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2018 Buying Trends: Typical Full-Service Hotel
0%
10%
20%
30%
40%
50%
60%
Hotel Spa Food & Beverage Other
% of Sales
A typical full service hotel
will see a redemption
breakdown as follows
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2018 Buying Trends: Demographics
Male32%
Female68%
0% 5% 10% 15% 20% 25% 30% 35%
18-24
25-34
35-44
45-54
55-64
65+
0% 2% 4% 6% 8% 10% 12% 14%
Media & Entertainment/TV Lovers
Travel/Travel Buffs
News & Politics/News Junkies/Entertainment & Celebrity…
Shoppers/Value Shoppers
Media & Entertainment/Book Lovers
Shoppers/Shopaholics
Lifestyles & Hobbies/Art & Theater Aficionados
Food & Dining/Cooking Enthusiasts/30 Minute Chefs
Food & Dining/Foodies
Shoppers/Bargain Hunters
Affinity Categories
Men buy fewer vouchers
than women throughout
the year. But when they
do they spend more…
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2018 Buying Trends: Purchasing Behavior
By Post, 28%
Evoucher, 62%
For Myself19%
For Someone Else81%
Repeat Buyers58%
Single Buyers42%
eVouchers are the
most popular delivery
method throughout
the year with the
exception of Xmas
Special offers have a
higher proportion of
self-gifting…
Repeat buyers are
growing year on
year, voucher buyers
tend to be brand
loyal…
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Proven Revenue Generating Tactics.
“Focussing marketing resource on fuelling the natural highs (rather than the lows) is
proven to deliver greater ROI”
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Tactics: Maximizing Seasonal Campaigns
WINTER SPRING SUMMER AUTUMN
JAN
January Bounce
Back – 50% Off
FEB
Romantic
Getaways
MAR
Mothers Day
Spa
Experiences
APRIL
Chocolate Spa
Days
MAY
Cocktail
Masterclasses
JUNE
Wimbledon
Afternoon Tea
Promotion
JULY
Exam
Congratulations
AUGUST
Get ready for
summer spa
day
SEPTEMBER
Final summer
steals
OCTOBER
Sunday Roast
Offer
NOVEMBER
Black Friday
DECEMBER
Christmas
Gifting
Best Practice Checklist:
• Always have a voucher related pull-
through offer for any seasonal
campaign.
• Any additional resource should
always be put into key dates –
maximising the highs.
• Brand vouchers as appropriate key
dates such as “A gift for Mum” –
This improves conversion rate.
• Greater range = greater sales
• Motivation based gifts such as
“Congratulations” or “Thank You”.
• Always treat your own database
before a third-party’s (i.e. Wowcher)
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Tactics: Creative Gift Ideas
The “quirky & unique” gift
market is growing, vouchers are
traditionally seen as the
antithesis of this
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Tactics: Urgency Messaging
Urgency messaging can
improve sales conversion
rates by up to 26%.
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Tactics: B2B Strategies
A growing number of businesses
are using gift vouchers to
incentivise their teams…
• Marketing Prizes
• Corporate Gifts
• Local Corporates
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Tactics: CRM
• Automations – Happy Birthday
• Reminders – Moonpig style reminders
• Get it early – Offer existing buyers “first look” at offers
87% of gift card shoppers said that they purchase
vouchers at least once per year, this is a growing
trend in a time-poor, impatient market – we should
make it as easy as possible
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Emerging Trends.
“In 2018, over 20% of gift vouchers redeemed were gifted via a work rewards
programme.”
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Emerging Trends: Personalization
58% of 2018
respondents said they
would be interested in
fully personalised
voucher product…
• Personalised Content –
Video messages, photos, gift
messages.
• Packaging Options – Upsells
for gift box/enhanced
packaging and personalised
packaging.
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Emerging Trends: Distribution Partners
74% of UK consumers would be
interested in the ability to collect
points or receive cash back…
B2B distribution is growing;
• Over 20% of gift voucher redeemers received a
gift voucher via a work reward programme in 2018
• 12% received one as part of a loyalty programme
(e.g. with their bank)
B2C distribution is also growing;
• Third Party Distributers
• Rewards programmes
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Emerging Trends: Merchandising
The opportunity to upsell
and cross sell is huge…
• Spa Robes & Products
• Local Products
• Wine & Champagne
• Clothing
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Questions?