Gift cards are always an important element of retail offerings during the holiday season, but perhaps even more so this year, as companies conform to new gift card rules.   While consumers increasingly choose gift cards for holiday purchases, 13% of customers indicated in the 2010 gift card survey that they would be reluctant to purchase gift cards with expiration dates and additional fees.   Now, thanks to the new rules, consumers have fewer fees to consider when deciding on gift cards. The new rules mandate that companies may no longer charge fees for gift cards that are dormant or inactive.  Another element of the rules is that stores list gift card disclosures clearly on the back of the gift card.

If your restaurant or retail store offers gift cards, do you measure how often employees suggest gift cards to customers and their sales skills in presenting them?  Can you increase gift card sales by acting on feedback in this area?

Stores and restaurants benefit from this strategy during December.  Implementing a round of mystery shops gathers data through questions such as the following:

• Were the gift cards prominently displayed?
• Did a salesperson attempt to suggestively sell you a gift card?
• If the salesperson tried to sell you a gift card, what wording did the salesperson use when offering the gift card?

These, and other survey questions, can help you pinpoint how often employees attempt to sell gift cards and how they approach the gift card sale. For more information on retail mystery shopping, please visit Confero’s experience page.