Gift Cards AWARDS
By Andrea Doyle
Immediacy and customization are contributing to
the popularity of online gift cards
Mobile Gets Personal
Just as the most successful employee incentives are not one-size-fits-all, the same holds true for online and
mobile gift cards. Not only do digital
rewards offer the flexibility of choosing
from music, film, publishing, retail, or
restaurants; but a company logo, program
theme, image, or message can be used to
personalize the reward.
3M, a multinational conglomerate, needed
a simple way to increase business activity
among its sales team. With numbers lower
than usual, the business giant needed an
appealing way to get its team back on track.
With the help of Parsippany, NJ–based
Media Tree, its leaders decided to reward top
employees who had the most sales activity
with $25 personalized e-gift cards that could
be used at the online retailer of their choice.
Each card provided a code, and with this
code, employees were directed to a custom-
branded redemption page. From there, they
were able to choose the store in which they
wanted to redeem their award.
The use of gift cards in incentive programs
is a burgeoning trend. Fifty-nine percent of
the 62 gift cards surveyed by Bankrate.com,
as part of its 2014 Gift Card Survey, come in
digital form, a small uptick from the 54 percent
of gift cards surveyed the previous year. ■