Digital Gifting Benchmark Study (2016)
Retail Systems Research analysts Nikki Baird and Steve Rowen evaluated the consumer-facing digital gifting experiences of 100 of the nation’s top retailers, restaurants and airlines in a comprehensive study that details which brands are leading the way, which are falling short, and where there’s opportunity for improvement. Some of the evaluation criteria is below:
Discoverability
Is the offering easy to find on desktop, mobile web and in app? Is gifting prioritized as a selling strategy?
The Buyer Experience
How quickly is it delivered? Are there many faceplate and personalization options?
The Recipient Experience
Is it easy to redeem? Are there mobile wallet integrations? Is the card reloadable?
