Paper vouchers are no longer as highly valued by today’s sophisticated consumers and innovative retailers as they once were. While still adequate, they have numerous problems associated with them that are making them obsolete. First and foremost, there are major concerns regarding security and fraud. Paper vouchers have a cash value, so need to be securely transported and stored. They also need to be out of sight, or at least secure, at the point of sale, removing the temptation for customers to buy on impulse. Gift certificates are only available for a fixed amount and have to be used in one transaction, limiting their appeal. The voucher itself is also non-reusable, meaning that once used it must be thrown away. Finally, paper vouchers often have a negative impact on how customers perceive a brand. Not only are paper vouchers seen as being old-fashioned, the vouchers themselves quickly become dog-eared, creating a negative impression of the issuer.
All of these problems can be overcome if retailers take advantage of the secure card management services provided by Ogloba. The cards have no value until charged and activated, so require no secure transportation or storage. This also means that they can be sold openly at points of sale, making them a more attractive purchase option. Gift cards can be charged with any amount, making them more flexible for the purchaser, and the value of the card can be spread across numerous visit to the store, encouraging repeat shopping. The card can also be topped-up by the holder, again encouraging repeat visits to the retailer’s stores. Plastic cards actually offer a better brand experience for customers. Not only do cards have a higher perceived worth than paper vouchers, the fact that they last longer than paper vouchers, and can be topped-up, means customers have the opportunity to reuse them, encouraging them to become regular customers. In turn, the cards have a positive impact on customer perceptions of the retailer too, indicating they are a modern, customer-focused company.
