Boosting Sales Through a Strategic Redesign of a Gift Card Program

Adapt a gift card program to new market dynamics for a nationwide real estate group’s shopping centers. The program, encompassing both B2C and B2B components, had experienced a steady decline in annual sales and a marked decrease in gift card usage. These challenges prompted the company to seek ways to realign the program to boost sales.

Before recommending improvements, we conducted an in-depth analysis of purchasing behaviors for both B2B and B2C segments using descriptive and exploratory modeling techniques. The analysis also examined the usage habits and profiles of gift card holders.

Based on these insights, we identified opportunities to adapt the program to new purchasing and consumption trends. We provided strategic recommendations to adjust program parameters, refine gift card usage conditions, and promote the program effectively to match diverse purchasing and usage profiles.

Within three years of the program's redesign:

• Sales increased by 60%, driven by a significant rise in the number of users and buyers.
• Spending per customer grew by 33% annually.

These results highlight the effectiveness of the adjustments, and the relevance of the actions implemented.