2013 Paybefore Awards: Best Retail Merchandising (May 2013)
Best use of in-store merchandising to promote the sale, use and acceptance of prepaid cards and/or emerging payments products.
Best-in-Category: Green Dot Retail Marketing
Comprehensive program of permanent and promotional merchandising that enabled smaller chains to participate, drove significant ROI and addressed cardholder behavior, such as usage and retention.
- Green Dot Corporation
|Left to right: Kostas Sgoutas and Steve Streit, Green Dot|
Green Dot is no stranger to selling prepaid cards at retail. But in 2012, the program manager and issuer took retailer merchandising to a new high with a comprehensive program of permanent and promotional merchandising that drove card sales and addressed cardholder usage and retention behavior.
Green Dot created new types of in-store signage and featured promotions on its Website, in digital marketing and in social media. The company created new, low-cost portable displays for smaller chains, enabling more retailers to participate in its promotions.
During the fall, the “Double Your Cash Reload” promotion offered cardholders in good standing and who made a cash reload from July 1 through Oct. 31, 2012, a chance to automatically win double their reload amount up to $500 (50 winners were guaranteed). Green Dot achieved a positive ROI for participating retailers, including sales lift and an increase in Swipe Reloads.
Green Dot’s retail merchandising in 2012 set a high bar for the industry through its scale and innovation. By owning retail merchandising efforts in-house, Green Dot has the capability to continuously innovate and grow. In 2012 the company expanded its team of designers, promotional experts and production managers to ensure that retail partners of all sizes can effectively promote prepaid products in their stores.
- American Express
The industry has been buzzing about Bluebird since it launched in October 2012. Billed as a checking/debit alternative, Bluebird is the result of two of the biggest brands in the world coming together—American Express and Walmart. Bluebird combines the service and benefits that consumers expect from American Express with the value and convenience that Walmart is known for.
Not surprisingly, the two powerhouse brands focused a lot of their attention on merchandising in Walmart’s stores. At launch Bluebird Account Set-Up Kits were available in prominent, standalone displays near store entrances. The cards continue to be promoted through circulars and in-lane displays.
In-lane fixtures include several Set-Up Kits side by side with prominent blue signage. The kit packaging’s bold colors and clean design stand out, while inside customers find all materials and information needed to get a Bluebird Account. Using an effective mix of iconography and copy, the packaging makes the product relevant and easy to understand. And, the package size/structure is differentiated from other prepaid products: a box structure with a front-panel flap holds the Starter Card and collateral materials.
American Express and Walmart’s efforts haven’t gone unnoticed. By January the program had 575,000 card accounts and $275 million in funds added.
Winner: GiftWise Gift Card Kiosk
- Self-Service Networks
GiftWise Gift Card Kiosks meet a powerful market need—engaging shoppers with a mall’s brand in a meaningful way outside of the traditional retail environment while still offering superior customer service. The kiosks are automated, multifunctional units that sell and service gift cards, register shoppers for loyalty programs and deliver incentive offers as well.
Reaching approximately 10 million unique consumers each month, Self-Service Networks has deployed 130 kiosks at premiere mall properties developed by Westfield, General Growth Properties (GGP), Jones Lang LaSalle and others. On-site merchandising includes door clings, table tents, and hanging and stationary floor signage.
In addition to saving malls money over labor costs of staffed sales—GiftWise Gift Card kiosks are increasing gift card sales 15 percent or more annually. Kiosks with security controls also do a better job of managing payment fraud.
These savvy brand ambassadors work 24/7, are reliable and never late, never need a vacation, never have a bad day, produce revenue through gift card sales and other functions, and deliver a significant return on investment. Self-Service Networks is actively expanding this distribution channel to serve other locations like banks, transportation hubs and office buildings.