#5

Hello,

Every year, the same question arises: what’s the perfect Mother’s Day gift? Finding something meaningful without getting it wrong can be a real challenge. But what if the best solution was to let the recipient decide?

In this edition, discover how to turn your gift card program into a powerful conversion driver—both in-store and online—right up until the last minute.

Inside, you’ll find:

✔️ The latest data on top-performing sectors for gift card sales in 2024.
✔️ A ready-to-use action plan to maximize your gift card program’s impact across e-commerce and brick-and-mortar stores.
✔️ A strategic roadmap to boost sales on partner platforms (CSEs, loyalty programs, marketplaces).
✔️ Exclusive marketing insights from an industry expert.

Before diving in, I’m excited to share some great news:

In January, Buybox achieved ISO 27001 certification, awarded by AFNOR. This certification reinforces our commitment to cybersecurity, data protection, and secure information management.

Happy reading, and see you soon!

Emilie de Buybox

Gift card goldmine –  Key Mother’s Day Statistics  📊

Based on Buybox client performance, here are the top-performing sectors for Mother’s Day gift card sales in 2024:

• 💄 Cosmetics & Fragrances – 42% of May sales, with an average gift card value of €50
  🛒 Supermarkets & Retail Chains – 36% of May sales, with an average gift card value of €100
  🍽️ Food, Beverages & Restaurants – 33% of May sales, with an average gift card value of €80
  👗 Fashion & Accessories – 26% of May sales, with an average gift card value of €120
  🛋️ Home & Décor – 25% of May sales, with an average gift card value of €120

Revenue rocket – Rétroplannings 📂

In this mini-course, which is a bit more detailed than usual, I’m sharing two strategic timelines: one focused on B2C, and the other on distribution via third-party partners.

Inside, you’ll find a comprehensive list of actions to implement.

It’s up to you to select and prioritize the ones that best align with your resources and objectives.

This timeline is based on Mother’s Day in France, which falls on Sunday, May 25—the same date as in the UK and Sweden.

For other countries:

• Germany, the Netherlands, Italy, and Belgium – Sunday, May 11, 2025
• Spain and Portugal – Sunday, May 4, 2025
• Poland – Monday, May 26, 2025
• Ireland – Sunday, March 30, 2025

Gift Card Strategy Timeline – Mother’s Day 2025

🎯 Objectives

• Increase visibility of the gift card program.
• Drive sales both online and in-store.
• Leverage SEO and retargeting to maximize conversions.
• Strengthen customer loyalty and position the gift card as a solution in case of product stock shortages.

✅ Offer Definition & Marketing Assets (Feb 1 – Feb 15)

• Define clear objectives for e-commerce and retail teams, along with KPI tracking.
• Organize cross-functional meetings between e-commerce, in-store, and gift card teams to align campaign strategies.
• Develop visual assets and key messages for the website, app, and marketing campaigns.
• Design and deploy in-store displays (checkout counters, store entrances, strategic aisles).
• Produce a special Mother’s Day gift card jingle for in-store promotions.
• Select influencers and start creating PR campaign assets.
• Develop assets for the last-minute gift campaign.

✅ Internal Training & Omnichannel Coordination (Feb 24 – Mar 1)

• Train store employees to incorporate gift cards into their sales pitch.
• Educate customer service teams on the gift card service, ensuring they can handle purchase or redemption issues.
  
  

✅  E-Commerce & Mobile Optimization (Mar 1 – Mar 15)

• Feature gift cards in the main menu and homepage banner.
• Implement pop-ups and highlights in the mobile app.
• Redesign the gift card landing page with a Mother’s Day theme.
• Introduce a backup solution for stock shortages, suggesting a gift card as an alternative for high-demand products.

✅  SEO & Digital Advertising (Mar 1 – Mar 31)

• Strengthen SEO on key queries:
  • "Brand Gift Card"
  • "Industry Gift Card"
  • "Mother’s Day Gift Ideas"
  • "Last-Minute Mother’s Day Gift Ideas"
• Identify high-performing keywords for Google Ads and Display campaigns.
• Launch initial Google & Meta ad campaigns.
  
  

✅ Digital Campaigns & Social Media (Apr 1 – Apr 30)

• Run Social Ads on Instagram, TikTok, Facebook, Pinterest, and LinkedIn.
• Leverage UGC & influencer content (stories, reels, YouTube Shorts) around “The Perfect Gift.”
• Set up an influencer giveaway campaign with gift card prizes.
• Execute PR efforts to get featured in Mother’s Day gift guides.
• Partner with lifestyle media outlets for additional visibility.
• Retarget visitors from the "Gift Card" and "Gift Ideas" pages.
• Email & push notification campaigns:
  • Target past gift card buyers from last year.
  • Send cart abandonment emails with a special offer.
  • Promote gift cards as an ideal suggestion for brand customers.
• Launch DOOH (Digital Out-of-Home) advertising in train stations and shopping malls.

✅ Retail & In-Store Activation (Apr 1 – Apr 30)

• Expand in-store gift card displays at checkouts, entrances, and strategic aisles.
• Showcase posters in store windows, positioning gift cards as the perfect gift.
• Play in-store jingles promoting Mother’s Day gift cards.
• Brief sales associates and set gift card sales objectives.

✅ Weeks 1-2: Acceleration (May 1 – May 15)

• Boost paid media campaigns emphasizing urgency.
• Increase giveaways & influencer collaborations.
• Introduce loyalty program incentives, offering double points for gift card purchases.
• Launch a shopping cart offer, rewarding customers with a free gift card upon reaching a spending threshold.

✅ Weeks 3-4: The Final Push (May 15 – June 1)

Two weeks before Mother’s Day (May 12 – 25, 2025):

• "It’s Not Too Late" campaign targeting last-minute shoppers.

One week after Mother’s Day (May 26 – June 1, 2025):

• "Better Late Than Never" campaign encouraging late gift-givers.

• Last-minute email & SMS reminders promoting digital gift cards.

• Meta Ads, TikTok Ads, and Google Ads with high-visibility e-gift card promotions.

• Homepage banners & in-app push notifications highlighting instant e-gift card delivery.

• Optimized SEA/SEO for last-minute gift searches on Google Ads.

• Influencer collaborations featuring "I’m Late – Here’s the Perfect Solution" content.

• Quick story and reel formats on Instagram & TikTok for immediate action.

• In-store signage promoting instant digital gift cards.

📊 Performance Tracking & Analysis (May 26 – May 31)

• Revenue from gift card sales (+X% vs. 2024).
• E-commerce conversion rate (+X% through retargeting and last-minute buyers).
• Email open rate above 25% for retargeting and loyalty campaigns.
• Social media engagement (X interactions, X shares).
• In-store impact (+X% in gift card sales due to omnichannel visibility).

Three months after Mother’s Day, analyze:

• Redemption rates and revenue from additional spending.

📊 Post-Campaign Reporting & Optimization

• Performance analysis by channel to identify high-impact strategies.
• Retail & e-commerce team debrief to refine next year’s Mother’s Day strategy.

__________________________________

Strategic Timeline – Partner Activation & Third-Party Distributors (Employee Benefits, HR & Loyalty Programs) – Mother’s Day 2025 

🎯 Objectives:

• Maximize visibility and sales of gift cards across employee benefit platforms, HR programs, and loyalty schemes.
• Leverage thousands of employees and loyalty members to boost Mother’s Day gift card purchases.

✅  Identifying & Prospecting New Partners (Feb 1 – Feb 15)

• List and analyze strategic distributors based on target audience and brand alignment.
• Reach out to potential third-party partners (employee benefit platforms, HR departments, and loyalty programs) to integrate the gift card into their offerings.
• Identify existing strategic distributors and develop marketing campaigns tailored to key seasonal events.
  
  

✅  Negotiation & Contracting Campaigns (Feb 15 – Mar 1)

• Negotiate commercial terms and advertising formats (banners, sponsored content, push notifications, etc.).
• Finalize distribution schedules with each partner.
• Establish KPIs and tracking mechanisms to measure campaign effectiveness.

✅ Creating Marketing Assets for Third-Party Distributors (Mar 1 – Mar 15)

• Adapt visuals and key messages for each platform.
• Develop banners, newsletter creatives, push notifications, and sponsored placements.
• Provide partners with a comprehensive marketing kit for easy content integration.

✅  Implementing Tracking & Reporting Tools (Mar 15 – Mar 31)

• Set up UTM trackers to monitor the performance of each channel.
• Establish a real-time performance tracking dashboard in collaboration with partners.
• Define a structured KPI collection process for third-party distributors.

✅ Rolling Out Partner Campaigns (Apr 1 – Apr 15)

• Launch premium homepage banner campaigns on partner platforms.
• Promote gift cards in multi-partner newsletters.
• Boost ranking of sponsored placements to secure top visibility in search results.
• Deploy push notifications via mobile apps where applicable.
  
  

✅ Performance Analysis & Optimization (Apr 15 – Apr 30)

• Track clicks, conversions, and engagement across all partner platforms.
• Optimize campaigns based on performance, adjusting budgets, visuals, and placements as needed.
• Re-engage distributors to refine positioning and maximize visibility

✅ Weeks 1-2: Acceleration on Partner Platforms (May 1 – May 15)

• Increase sponsored banner visibility to capture last-minute shoppers.
• Send “Last Chance” emails via employee benefit and loyalty platforms.
• Relaunch push notifications to remind users of gift card availability.
  
  

✅ Weeks 3-4: Ultra Last-Minute Campaign (May 15 – May 25)

• Activation des campagnes “last minute” sur les plateformes partenaires (mise en avant spéciale en homepage).

✅ Sales Tracking & KPI Collection (May 26 – May 31)

• Gather conversion data from each partner.
• Compare performance against targets and analyze key takeaways.
• Conduct an internal debrief to assess campaign effectiveness and make recommendations for next year’s strategy.
  
  

Innovation Station – Reporting Insights  💯

Whether you're using Buybox B2C (direct-to-consumer), Buybox B2B (direct-to-business), or Buybox Network (third-party partner distribution), you can access your monthly reports directly via the back office:

✅ Sales report
✅ Loyalty campaign tracking (gift cards issued)
✅ Financial transactions: cancellations & refunds
✅ Gift card usage tracking (if Buybox is the processor)
✅ Expired gift cards (if Buybox is the processor)
✅ Active gift card balance tracking

Where to Access These Reports?

📍 B2C/B2B Back Office → B2C > Monthly Reports | B2B > Monthly Reports
📍 Network Back Office → Transactions > Monthly Reports

Good to Know

In addition to monthly reports, you have access to data from the past six months.

Need a Performance Review for Mother’s Day?

Reach out to your CSM for a detailed analysis.

Pro Tips – Expert Gift Card Advice 💬

 Meet & Connect – Buybox Events & Networking  👋

GCVA Conference – March 5-6, 2025 | London

One-to-One Monaco – March 11-13, 2025 | Stand M025, Forum 2, Grimaldi Forum Monaco

IMA Europe – March 20, 2025 | Barcelona

ALL4CUSTOMER Meetings – September 16-18, 2025 | Cannes

NRF 2025: Retail’s Big Show Europe – September 16-18, 2025 | Paris

Big Boss Leader Meet – October 8-10, 2025 | Deauville

Tech For Retail – November 24-25, 2025 | Paris

Did someone forward you this newsletter?

Subscribe now to receive the next editions.