There are many ways a company can reach their customers, and with an increasing number of companies in the market, it has become more important than ever to reach the right customers with the right message. Through their creative solutions, Strömstad Shoppingcenter has helped many customers find the perfect gift for those they care about. Center manager Mia Danielsson says that they are seeing good results from the marketing of their gift cards from the Microlog gift card machines.
An important self-help tool
In addition to being the center manager, Danielsson is also responsible for the marketing of the center. When they decided to start selling gift cards, Danielsson did her own research and looked at several alternatives and suppliers. She eventually got in touch with Microlog.
«We have both physical gift cards that can be bought through the gift card machines, and gift cards that can be bought online through our webshop. It was important for us to have both alternatives,» Danielsson says.
Danielsson is also the one who has been working on the creative marketing, and she thinks it is important to help customers solve their problems in the simplest way possible.
«I find working with marketing very exciting, and it’s important to dare to think outside the box. I see the gift card machines as a self-help tool, and it is therefore important to help our customers,» Danielsson explains.
More than just a vending machine in the corner
This way of thinking has resulted in a custom designed wall behind the gift card machine, with quotes such as “what do you play with as a teenager?” and “what do you give to someone who already has everything?”, to illustrate the value of a gift card. Furthermore, the center has focused on a complete theme, through for example among complementing stickers on the floor, showing the way to the vending machine.
«We did not want to just have a vending machine in the corner, but we wanted to have a proper place for it. We therefore also have lighting on the wall, so that it can easily be seen when you enter the center,» Danielsson says.
Additionally, they have made a video where Danielsson talks about the gift card machine and the possibilities when buying a gift card. This video was posted along with a QR-code, so that customers watching the video and other ads can easily go to the website and webshop.
«It should be easy for our customers to buy these gift cards, because we want to make it easy for them to solve their problems,» Danielsson explains.
Addressing a large target audience
All the shops at the center have a display for gift cards, and the center also offers personal greetings to go along with the gift cards. Danielsson says that they have seen good results from these combined efforts, especially during the pandemic.
«What has been particularly interesting about these gift cards is that we are a very diverse shopping center, with many different types of stores, which gives us a large and varied target audience. We therefore want to make it clear that you can buy these gift cards for both grandchildren and grandmother,» Danielsson says.