New gift card research network launches

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By: Wise Marketer Staff |

Posted on December 20, 2005

New gift card research network launches

A new knowledge and networking service - appropriately called GIFT (Gifting Insights & Future Trends) - for companies using gift and stored value card products has been launched by the UK-based independent stored value card specialist Giftex Ltd.

According to Tony Craddock, founder of the Gifting Insights & Future Trends network, the company's research has revealed a definite intent on the part of consumers to use more gift cards as other people become increasingly difficult to shop for.

Craddock told The Wise Marketer: "Retailers with well-executed card programmes are already enjoying the financial benefits of selling consumers such prepayment products. The GIFT Network was created in response to a demand from retailers, banks and service providers for an ongoing stream of insight to help them use gift cards more effectively."

Indeed, subscribers to the new GIFT Network benefit from monthly research reports on the gifting market, how it is developing, and on best practices in the use of gift and stored value cards. The network's chief research analyst is Professor Dan Horne (author of the European Guide to Gift and Stored Value Cards) who uses original research, case studies and interviews with industry experts to compile the data.

Three tiers There are three tiers of membership depending on the level of involvement needed: First, there's the straightforward GIFT e-newsletter (a monthly report outlining the key points of the latest GIFT Analyst Report and gift card news). This tier is free of charge.

The second tier, apart from the e-newsletter, includes complete access to the monthly GIFT Analyst Reports, which can be downloaded as required. These contain detailed analysis of new primary research on different aspects of gift and stored value cards, and are not available outside of the GIFT Network. These include sections dedicated to topics including legalities, analyst opinions and insights, global gift card usage, and retail gift card programme reviews (mainly European). A conference call, led by the reports' author, will be scheduled every month for subscribers to discuss the findings and how to use them. A password-protected section of the Giftex web site will also give them access to past issues of the bulletin and details of other research sources. Second-tier membership costs £995 per month (for a single user license).

The third tier, known as the 'GIFT Preferred Partners' level, is tailored to individual members' requirements, and features meetings, conversations, ideas and contacts to support improved decision-making for retailers and shorter-cycle, higher-margin sales for service providers. This input will be provided by Dan Horne or other Giftex consultants, depending upon the kind of input required. Up to one day of consultancy time is available per member per month, and unused days can be carried forward for a maximum of one month. Preferred Partners also benefit from an electronic copy of the European Guide to Gift and Stored Value Cards research report. Second-tier membership costs £1,995 per month (for a single user license).

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