Consumers are spending more time online, and much of that time is spent shopping. While online shopping continues to grow, shopping centers and retailers still play a crucial role, especially when they offer experiences that integrate both digital and physical convenience.
Gift card programs are a prime example. Traditionally sold in-store, gift cards are now part of an omnichannel experience where customers expect seamless purchasing options, whether buying online, sending a gift instantly via mobile, or picking up a physical card at a self-service kiosk.
The New Era of Gift Card Programs
Digital transformation has changed how customers interact with gift card programs. Convenience, speed and personalization are no longer added benefits, they are expectations.
Shoppers today are more independent and tech-savvy than ever. A recent study by SOTI found that:
- 92% of shoppers prefer stores that offer mobile experiences.
- 73% want mobile point-of-sale (mPOS) for quicker checkout times.
- 61% would choose using a kiosk over speaking with a sales associate.
- 47% expect personalized service.
Retailers and shopping centers that want to stay competitive must rethink how they sell and distribute gift cards. Gift card programs need to be designed to meet modern consumer demand for instant access, mobile integration and self-service options.
Three Ways Shopping Centers Can Strengthen Their Gift Card Programs
1. Connect In-Store and Online Gift Card Sales
A strong omnichannel strategy ensures that no sales opportunity is missed. Instead of treating in-store and online gift card sales separately, shopping centers should integrate them.
- A webshop for digital purchases allows customers to buy and send gift cards instantly.
- Self-service kiosks enable shoppers to purchase and collect gift cards without waiting in line.
- Gift card PCs at information desks provide a personal touch for customers who prefer assistance.
As 61% of shoppers preferring kiosks over speaking with staff, self-service solutions are the only solution to cater to their preferences. When self-service, personal service, and online gift card options work together, shopping centers will capture more sales, whether customers buy online, from a gift card kiosk, pick up in person, redeem on their phone, or purchase instantly from a serviced information desk.
2. Use Data to Improve Gift Card Sales and Redemptions
Just as e-commerce platforms track customer behavior to optimize conversions, physical gift card programs can benefit from similar insights. Shopping centers that track data from kiosks, webshops and in-store purchases can:
- Identify peak purchasing times to optimize kiosk placement.
- Understand redemption trends to support tenant promotions.
- Track online-to-offline conversions, ensuring a seamless customer experience.
These insights can also improve customer engagement and personalization, which 47% of shoppers now expect. By leveraging analytics, shopping centers can refine their strategy to maximize sales and footfall.
3. Enhance the In-Store Gift Card Experience with Digital Convenience
Modern consumers expect a smooth, mobile-friendly experience, even when shopping in person. Gift card programs should be designed to bridge the gap between physical and digital experiences.
- Mobile-integrated Web2Wallet allows customers to send and receive gift cards digitally.
- Kiosks with quick checkout minimize wait times and reduce staff workload.
- Automated promotions and reminders drive engagement through SMS, QR codes and mobile notifications.
With 73% of shoppers wanting faster checkout times through mobile point-of-sale, integrating digital solutions into physical retail spaces is no longer optional.
Unlocking Growth with B2B Gift Card Programs
B2B sales are an untapped opportunity for shopping centers looking to expand their gift card programs. Corporate clients regularly purchase bulk gift cards for employee rewards, customer incentives, and promotional campaigns. In fact, corporate gift card purchases account for a significant portion of total sales (60% in the UK, GCVA), offering a stable, year-round revenue stream compared to seasonal consumer purchases.
By providing an easy bulk-ordering process and invoicing options, shopping centers can attract high-value corporate clients.
The Future
The most successful shopping centers recognize the shift in consumer behavior and adapt accordingly.
Retailers that embrace this evolution by leveraging both self-service solutions, online gift card sales, instant mobile purchase, delivery, and redemptions, as well as personlized in-person service and B2B solutions, will be the ones that turn their gift card programs into a very powerful advantage.
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