How can you make gift certificates a success (with a salon as an example)!
Traditionally, gift certificates have been sold in-person from the salon. However, offering solely in-store purchases in this age of online shopping is antiquated. While telling clients about gift certificates and creating awareness is crucial, the actual purchase will probably occur online.
Drybar does some really fantastic website promotion for gift certificates. What do they do that helps sell gift certificates?
Gift certificates are easy to find on their website. The shopping page on the main navigation takes clients to a page that has four options – the first option is a gift certificate.
They focus on the experience of giving. Instead of focusing on selling products or services, they focus on the card that is being sent. On the page where the salon gift certificates are being sold they offer multiple cards for their main offering (a blowout). The gift certificate buyer can send a gift certificate by mail that “Someone Loves You”, “Lucky B#!tch”, or “This One’s On Me”. The focus of these cards are on the gift, rather than the cost of the gift. (They do give the option of buying gift certificate as well).
They promote gift certificate specials around holidays. In late April visitors to the Drybar website will see a special promotion for Mother’s day. Instead of focusing on the gift certificate, they are focusing on the holiday. Furthermore, they are not suggesting that clients buy a generic gift certificate but a special selected service for Mother’s day.