When you move your business online, there are many things to take into account, shipping and delivery, a secure checkout, and a branded web experience. Another thing to consider is offering gift cards.
However, not all small businesses are ready for gift card sales yet. Luckily, it doesn’t take much effort to start. Here’s everything you should know about selling gift cards at your small business.
There are many reasons why you should consider setting up a gift card program. Here are the top three:
It may seem like all gift cards are all the same, but they aren’t. There are two primary types of gift card programs: open-loop and closed-loop.
An open-loop gift card can be purchased at one location but used at multiple locations. Common examples include Visa or Mastercard gift cards provided by select vendors. “Restrictive open-loop gift cards” may be specific to regions. Examples include gift cards accepted at businesses in a co-op or business network.
These types of gift cards provide flexibility to buyers. But they don’t always generate direct revenue to the small business issuing them. Typically, vendors print open-loop gift cards on-demand. Small business owners may have to pay a fee to use this option.
Customers can only purchase and use closed-loop gift cards at your business. These gift cards provide less flexibility to the consumer but more profit to the small business issuing them. Typically, closed-loop gift cards are free to activate. Neither the small business owner nor the customer has to pay additional fees. But the small business issuing the card may need to purchase cards from a vendor, merchant bank, or point of sale (POS) provider.
Before you start your gift card program, familiarize yourself with the applicable regulations. These regulations vary by province, so be sure to check out the Government of Canada’s website for information that pertains to the province your business does business in.
Now that you understand more about gift cards, your small business is ready to set up a gift card program.
Choose how you plan to process your gift card orders. For many small businesses, the easiest option might be to use whatever gift card option is in their POS system. You can also purchase them from vendors and create a new “item for sale” in your POS system. Another option is to buy them through a bank that offers the service. Once you choose how you’ll process cards, you’ll need to order them. You have a few options.
By partnering with your POS system provider, you may be able to offer gift card purchases online. Just like any e-commerce transaction, items are processed online. When customers are ready to purchase in-store or online, they can print e-gift cards or show them to you on their smartphones. Your business may only have to pay a small processing fee but won’t have to worry about purchasing physical gift cards. Most commonly, these cards will appear as a barcode, an identification number, or both.
While a bit of an old-school option, you can use gift certificates if you don’t have a POS system that can track gift cards. Instead, you can print your certificates and track purchases in a digital ledger or create a new line item in your POS system. Some businesses also use a mix of gift cards and gift certificates. For example, a spa might offer a gift card for any purchase and a certificate for a “free massage.” However, gift certificates can be easy to counterfeit and aren’t the safest or most reliable option.
The last option is a physical gift card, ordered from your POS provider, a merchant bank, or a third-party vendor. These cards often look like credit cards, with magnetic strips or barcodes and identification numbers. Many vendors will provide you with customizable options so that you can include your brand information on the card. Although they can be a pricer option, customers may prefer the physical card over a paper certificate or e-card.
Each POS system will have a different method for inputting your cards, but they’re all similar. Scan or swipe a blank card. You’ll be prompted to choose the amount of money for that card. Your customer will pay the amount on the card to complete the transaction. When customers come in to use a gift card, the gift card should appear as an option for tender in your POS system.
Once you have your POS system set up for gift cards, tell your team how it works. Share how to process gift card transactions and how customers can make purchases with gift cards. You’ll also want to inform them of any limitations you have on gift cards. Policies might include limiting the number of gift cards customers can purchase or not allowing customers to buy gift cards with gift cards. Other things to consider are how to track purchased cards and set expiration dates that follow federal guidelines.
Now that your staff is on the same page, you can start selling gift cards online or in your store. If your POS system allows, you might track gift cards by attaching them to customer profiles in your system.
As your small business sells gift cards, you’ll be able to accept those profits upfront. Your customers will be happy to support you and look forward to shopping with you in the future. Gift cards can be a great way to generate revenue in challenging times.
In addition to selling gift cards, your business can also take advantage of QuickBooks Payments to help simplify how customers pay you.
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