Merchandising and campaign management
Introducing a gift or loyalty card program can be a daunting task. To ease the process, Ogloba can not only provide, install and manage the hardware and software platforms required, but also offer expert advice through a range of support services covering the acquisition, distribution and merchandising of gift cards.
With respect to merchandising, Ogloba considers that there are two possible scenarios, both of which it has experience utilizing in remote markets. Scenario 1: Merchandising is delivered via an existing “trusted” merchandising company with whom the retailer already works. Scenario 2: Ogloba chooses a local company as a service provider (contingent upon retailer’s approval).
The best approach will be ascertained by researching the current activity in this market and what best suits the local market requirements. Furthermore, the manner in which merchandising takes place is predicated upon the commercial agreement between the retailer and Ogloba. The merchandising resource utilized can also facilitate distribution as part of its visits to stores.
Campaign management is an extension of the account management function supported by the Ogloba marketing resource allocated to this market. In any case, it will be managed in conjunction with the appropriate personnel within the retailer, for example the Category Manager.
Card design, manufacturing and distribution
Ogloba’s marketing department works with the retailer to help design, specify, test and manufacture the gift cards. The choice of where cards are manufactured will be driven by volume and specifications. If a number of countries are providing the service it is likely that manufacturing through a single supplier would provide efficiencies and economies of scale.
The distribution of cards can take place in a number of different ways dependent upon the requirements of a particular market. Cards can be delivered in bulk to in-country national distribution centers, or directly to merchant locations, Ogloba may choose to outsource the warehousing and distribution of cards to a local company with the proper competencies. In all cases, Ogloba recommends that cards be handled and distributed in secure packaging to avoid the risk of duplicate cards being created. It is recommended that cards be managed in small quantities of 25 or 50 in securely sealed packs so that they cannot be tampered with prior to arrival on site.
Ogloba provides an automated stock control and replenishment system that monitors the quantity of cards delivered to an individual location, the number of cards activated at POS, and a trigger level mechanism for auto replenishment.
We work with our clients to find the most suitable supplier for printing cards and merchandising material. While getting the most economical supplier for our clients is important, we are also aware that price is not everything. The products must be of a quality that meets the expectations of our clients and their customers, and the supply chain must be reliable and secure.
Once the design of the cards has been confirmed, a number of trusted manufacturers are contacted and asked to provide a quotation. A minimum order of 100,000 pieces is typical when ordering gift cards to be printed. A number of price per piece quotations, based on 100,000 pieces are provided below for reference only.
A. Standard plastic gift card – $US 0.154/piece
B. 3D Lenticular gift card – $US 0.420/piece
C. Scented and custom-shaped gift card – $US 0.178/piece
D. Gift card in enclosed packaging – $US 0.230/piece
E. Gift card with custom active packaging – $US 0.230/piece
F. Scented gift card with custom folding packaging – $US 0.381/piece
The platform provides an end-to-end procurement and logistics tool to register the vendor credentials and price list. It interfaces with the vendor’s ERP systems or connects with their SFTP servers to place the orders. The order approval process is staged through several steps before it is sent to the factory. Products are managed in such a way that no mistakes are made during the printing phase. Both the layout of the card and PAN/Serial Numbers are automatically sent to the production environment with little, if no, manual intervention.
The batch of cards is tracked out of the factory for safe shipment to central, or multiple, warehousing facilities. In the warehouse, a real time inventory and picking system secures that the proper cards are sent to the proper destination, and that physical control can be handled at anytime.