TITLE

Best Used by Expiration Date

AUTHOR(S)
Thomas, Liisa M.; Dillenbeck, Melissa S.
PUB. DATE
January 2004
SOURCE
Marketing Management;Jan/Feb2004, Vol. 13 Issue 1, p53
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses gift cards as a marketing tool. Gift cards are a hot property in retail during these rough economic times. They can increase sales, attract new customers and build loyalty with existing customers. By all measures, the cards are working as a marketing tool. Banks and credit card companies are jumping into the gift card fray by issuing cards that can be used wherever their traditional credit cards are accepted. Standard Register, an Ohio information services company reports that 55% of all gift card holders use their card an average of three times before exhausting the card value. In addition to their popularity, gift cards have also provided retailers with an unexpected windfall. Expiration dates can be one of the trickiest and most difficult legal issues for companies to wish to issue gift cards. Under Connecticut's law, a gift certificate must be made for consideration, which suggests that the law excluded gift cards given away for free as promotions. California also makes it unlawful to sell a gift card that has an expiration date, although certain exceptions do apply. Gift card programs can be expensive to operate and to recoup their fees, some companies have experimented with charging service fees.
ACCESSION #
12123061

 

Related Articles

  • Circular reasoning. Riell, Howard // Progressive Grocer;6/1/2003, Vol. 82 Issue 9, p53 

    Addresses the value of store circulars amid the increasing costs and alternatives facing the U.S. retail market. Income households contributing to the decline in circulars' usefulness; Legislation passed by the Congress that gave a boost to retailers and others who distribute circulars through...

  • Carding shoppers. J. F. // New Hampshire Business Review;9/7/2001, Vol. 23 Issue 19, p3 

    Presents the results of a survey regarding the plastic gift cards given by retailers to consumers in the U.S. conducted by Ohio-based Standard Register. Percentage of consumers that made a purchase using the gift cards; Reason behind the popularity of plastic gift cards; Comparison between the...

  • High Style for Less. Cahan, Linda // Gifts & Decorative Accessories;Feb2008, Vol. 109 Issue 2, p20 

    The author offers her views concerning the significance of well-chosen props and careful painting to any gift shop. According to her, creating a unique look for a gift and accessory store does not require retailers to spend much money. She claims that most customers shop with an eye toward the...

  • Thrifty Chic. Cahan, Linda // Gifts & Decorative Accessories;Aug2012, Vol. 113 Issue 7, p30 

    The article offers effective ways on how to sell gifts under 50 dollars. It states that clustering is a good way on letting customers know that the products are more affordable. Another benefit of clustering is that when inexpensive items are shown next to one another, they often enhance each other.

  • Brooklyn Museum Shop. Riggs, Nina // Gifts & Decorative Accessories;Aug2012, Vol. 113 Issue 7, p68 

    The article features the Brooklyn Museum Shop, store design/redesign finalist for the 61st Annual Retailer Excellence Awards 2012 in the U.S. Brooklyn Museum is a traditional gift shop which offers handmade wares from local designers and artisans, located in New York City. Details on the...

  • Mosaic. Riggs, Nina // Gifts & Decorative Accessories;Aug2012, Vol. 113 Issue 7, p70 

    The article features Mosaic, store design/redesign finalist for the 61st Annual Retailer Excellence Awards 2012 in the U.S. Mosaic, developed by Avila Retailers, is an art and craft gallery located in the Terminal 2 of the San Francisco International Airport in California. Details on the...

  • Mxyplyzyk. Riggs, Nina // Gifts & Decorative Accessories;Aug2012, Vol. 113 Issue 7, p72 

    The article features Mxyplyzyk, store design/redesign finalist for the 61st Annual Retailer Excellence Awards 2012 in the U.S. Mxyplyzyk, owned by Kevin Brynan, is a home furnishings shop located in Jersey City, New Jersey. Details on the marketing strategies used by the owner of the store are...

  • It's April: Time to Set Your Holiday Shipping Strategy. Valentino, Gina // Multichannel Merchant Exclusive Insight;4/4/2012, p1 

    The article offers tips to retailers on preparing for their holiday shipping strategy. Retailers should first identify customers who have multiple ship-to addresses within one order or within the season. Isolating customers who give gifts will also enable retailers to use the information to...

  • Personal messages get more customer response. Evans, Gary // Furniture/Today;7/16/2007, Vol. 31 Issue 44, p19 

    The article features the company Standard Register Co., which aims to help retailers penetrate the generic messages clutter bombarding consumers and get their message across custom printed documents and promotions. Rick Royall, a company account executive, claims the response to personalized,...

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics