Use easy-to-track and fully automated plastic gift cards to replace outdated paper certificates. Issue them in a fixed or customer-designated amount and consider sending out small denominations as direct mail or handing them out as sales incentives. Gift cards prominently promote your business by incorporating your logo along with attractive graphics. They also increase foot traffic.

Keep these points in mind when considering how you’ll issue gift cards and certificates:

1. Can the card/certificate be used at multiple locations?
2. Do you have artwork?
3. Do you need accessories like envelopes or cards?

Action Steps
The best contacts and resources to help you get it done

To get started issuing gift cards…

Figure out how many cards you require, whether you want a card reader and tracking system, and a set or reloadable value. Gather your artwork and determine how many colors you'll want on the card.

I recommend: Buyerzone and Supplier-Match will pair you up with multiple card providers and get your free gift card quotes based on your criteria.

Use gift cards to gather customer information and monitor buying patterns

Gift-card systems can generate useful monthly reports based on gift-card data.

I recommend: Txsystems.com offers a value card system for your business with no transaction, issuing or monthly rental fees. Its reporting capabilities help you assess customer-purchasing data.

Issue gift certificates and gift cards from your Web site

Whether you prefer paper certificates, gift cards or electronic certificates, there is a solution for you.

I recommend: Use eGiftworks's PC and Internet applications for issuing, reporting and reconciling gift certificates, e-certificates and gift cards.

Don't forget the importance of merchandising

Make sure your customers know that you offer gift cards and certificates. Effective merchandising is the key to gift-card sales.

I recommend: Use table tents, countertop gift-card display racks and standard gift-card holders such as those offered by Valutec Card Solutions.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Gift cards continue to grow in popularity among consumers who appreciate the flexibility and convenience for the gift-giver and recipient.
• •  Another benefit of gift cards is the built-in security and fraud protection for both consumer and merchant. Cards have no value until activated at sale, and if lost or stolen can be reported and blocked immediately.
• •  You can purchase 100 gift cards for as little as $99 in addition to a monthly fee for processing and tracking them of around $35.