sponsored by
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2009 winner
Sainsburys - Yvonne West
01. Best Prepaid Gift Programme
Prepaid Awards 2010 Finalists:
InComm Europe and PrePay Solutions - Vanilla MasterCard® Prepaid Gift Card | New Look Gift Card | Smartbox | Starbucks Card |InComm Europe and PrePay Solutions - Vanilla MasterCard® Prepaid Gift Card:
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InComm Europe launched the Vanilla MasterCard® Prepaid Gift Card, in conjunction with PrePay Solutions (PPS), in October 2009. Both companies jointly identified an opportunity to fill a void in the UK marketplace and offer consumers the ability to purchase an attractive and appealing Open Loop prepaid card that allows the recipient to have the flexibility to shop wherever MasterCard® is accepted. Within 16 weeks from concept inception, the Vanilla cards launched in Sainsbury’s stores across the UK, achieving a very impressive initial success meeting annual sales targets within the first 3 months of launch. The programme was the biggest MasterCard® launch in the UK, and included a range of 12 gift cards covering all occasions.
- www.incomm-europe.com
- www.prepaysolutions.com
Key Features:
• New positioning of MasterCard® products as “gifting product” (as opposed to self use) with attractive designs
• Occasion-specific card branding (“Thank You”, “Happy Birthday”, etc.) helps consumers understand the purpose of the product – and serves as approachable entry point for them into the wider prepaid Open Loop market.
Innovative packaging:
• First to combine foil, embossed dye on pattern and glitter
• First heat sealed secure packaging in the UK market
• Unique design enables purchase price and instructions to be clearly communicated to buyer on bottom tab, but then to be removed from the pack after purchase to enhance the gift experience of the product
New Look Gift Card:
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New Look Gift Cards offer consumers an exciting gifting experience that is expressive of our brand both through innovative designs and unprecedented service. Consumers can purchase store credit on a plastic wallet sized card than can be redeemed against future purchases in New Look stores and online at www.newlook.com. As well as being available for purchase and redemption in over 620 New Look stores in the UK and online at www.newlook.com, New Look Gift Cards can be purchased in thousands of your favourite retailers across the nation.
- www.newlook.com/furniture/store_giftcards.jsp
New Look Gift Cards were introduced to replace our voucher scheme in the middle of 2008. Using prepaid technology on plastic cards, we were ahead of the game in offering our customers the latest technology of purchasing store credit. Moving to Gift Cards presented significant opportunities for incremental sales, accounting, marketing and visual merchandising.
Gift Cards have allowed us to grow our voucher business significantly since launch. We saw 30% YOY growth in total Gift Card sales from 2008/09 to 2009/10, which is over double our original growth targets. Our Gift Card programme also allows us to securely manage the liability that we face from selling store credit, and enables us to claim back additional funds on unused Gift Cards that have passed their breakage period. Our efforts have certainly been appreciated by consumers who voted us as having the best Gift Card programme in the UK in a 2010 consumer survey run by the Global Prepaid Exchange.
Specific Nomination Criteria:
- A card, voucher or digital voucher which is primarily intended to be purchased by one person (the purchaser) and given to another person (the recipient). This category excludes products that are given by a company, organisation or government body as an incentive or reward.
Specific Judging Criteria:
- This award will go to the prepaid card, voucher or digital voucher programme that stands out from the competition.
- Judges will be looking for examples of how the programme has produced commercial benefits such as cost savings, revenue generation and margin enhancement.
- Judges will be looking for examples of how the programme has provided benefit/value to the cardholder.
- Judges will be looking for organisations that have leveraged brand, channels or capabilities to deliver innovative solutions to specific problems or opportunities.
- Judges will assess the level of utilisation, how well the programme has been delivered to end users, suitable distribution networks in place for target users, customer service and the ease of reloading if appropriate.
