Hammerson Gift Cards: How the Gift Card went from last resort to a thoughtful choice

This case study shows how Hammerson, a shopping centre brand, successfully increased its gift card sales by shifting the UK consumers' perception of the product as the perfect solution for undecided shoppers.

The gift that keeps on giving (to Hammerson)

Nine of Hammerson's ten UK shopping centres are united under one Gift Card scheme, which has been running since 2008.

The Gift Card is viewed as a valuable service to customers, particularly at Christmas time when people are faced with multiple gift-buying decisions.

But the Gift Card also has a strong commercial imperative as it keeps the gifted cash within Hammerson.

Furthermore, the final spend with a Gift Card is usually +40% of its original valuei, and most cards are cashed-in during the first three months of ownership, helping sales...

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