THENEWRATPACK - Strategy

Let them
choose their
own reward
Let your customers or employees
choose for themselves.
Our giftcards can be redeemed
for books, music, movies,
toys and unique gifts.
Redeemable in-store and online
Available in any denomination
No expiry date
Volume discounts available
For more information on our giftcards call
1-800-832-9124 or email atyourservice@indigo.ca
Sponsored Supplement
Unsurprisingly, the low cost
carrier’s gift certifi cate program
has been growing in popularity
since it was fi rst introduced in 1996,
allowing companies to reward employees with credit towards a trip,
or even an entire fl ight, depending on its value. “We can issue (the
certifi cates) from fi ve dollars up to $50,000 or more, whatever a
company wants,” says Ruel. “Our denominations are unlimited.”
WestJet: Online Convenience
With increased competition in the gift certifi cate market many companies
are simplifying the purchase procedure, making it more expeditious,
fl exible and convenient for the purchaser. At WestJet, gift certifi cates can
easily be bought over the Internet and are promptly shipped or emailed
to either the purchaser or the recipient within a 48-hour period.
Ordering electronically has proved a popular option and now
generates the bulk of WestJet’s gift card business. “About 70 percent
of our gift certifi cates are bought online,” says Sandy Ruel, manager of
specialty products at WestJet.
Purchasers can also select one of several different jacket designs for
the cards to be placed inside of, reinforcing the certifi cate’s gift value.
Personalized messages suitable to the occasion – be it birthday, Christmas,
or other holiday greetings – are also available.
Messages can be customized to any request made by the purchaser.
“They can say ‘thanks for all your hard work’ or they can be personalized,”
says Ruel. “Purchasers tell us what they want on the certifi cate
and then we will upload it.”
westjet.com
Giving the much sought-after gift of travel requires some forward
planning on the part of the recipient. As a result, WestJet has built
wide-ranging fl exibility into the card. It can be used to purchase
tickets for any of the airline’s route bookings, including seat sales; is
transferable to other individuals; has a lifespan of two years and can
even be purchased online at westjet.com. Even better, when bought
online, the purchaser receives AIR MILES ® reward miles. “We treat
these gift certifi cates very much like cash,” says Ruel. “We would not
want to take someone’s money and then have it expire.”
Grocery chains have purchased the cards for their rewards programs,
as have oil and gas businesses. Car dealerships have distributed
them as a form of gift certifi cate with car purchase. However,
the biggest spike in sales takes place during the winter holiday period,
when corporate clients or consumers look for unique and welcome
gifting opportunities to reward their staff and partners.
Indigo: A Gift for Every Taste
At Indigo Books & Music Inc., corporate gifting comes in many
forms, including in-store bulk book purchases, traditional gift baskets
and novel customization opportunities. But it’s the bookseller’s