Gift cards have emerged as a staple for employee benefits providers the world over. On one side: rewards from hundreds of household brands, ideal for recognising employee contributions big and small, delivered with a personalised message. On the other: an intermediary in need of versatile rewards that are rapid to send, easy to deliver and simple to manage. It’s a match made in perk heaven.
WeGift’s own partners in the employee benefits and reward & recognition space have been heaping praise on eGift cards in particular. Digital rewards come with numerous benefits, including:
There are plenty of considerations to take into account when choosing an eGift card provider. Do you go with the best reward library? Perhaps the simplest tool to use? In our view, one of the biggest attributes (and also opportunities) is found in the tools that let you build direct relationships with brands.
You can always create ties with retailers in-house, but at a considerable cost to your time and money. Let’s rewind for a minute and look into the importance of building those direct connections.
Why do I need a direct partnership with my eGift card brands?
All employee benefits and rewards & recognition providers should appreciate the value of being a strong link in the supply chain. It’s something that can put your service in front of brands that need partners to drive their volume at key periods.
Direct brand partnerships provide more flexibility and insight into the retailer which enables you:
“Great. But surely I can do all of this on my own?”
Any employee benefit or reward & recognition partner can form their own direct relationships with retailers. The door is open for their custom, and provided the necessary volume is being met, there isn’t much reason to close it.
Of course, there are several different factors that prevent you reaching your partnership goals. These have very much fuelled the reputation of eGifting platforms, which make sense from a time, cost and management perspective. They are:
How do eGift providers solve the direct relationship puzzle?
Time, recruitment and management all represent obstacles to the building of brand relationships. Fortunately, there is another way of getting into direct contact with quality partners.
Through a single API, WeGift can power the backend of any benefit provider’s eGifting platform. The technology provides instant access to rewards from an unrivalled selection of brands. Better still, each of these come as a result of a direct relationship, which is handed to you – the provider.
We are completely transparent and facilitate communication with any brand you wish. This makes it easy to negotiate discounts on cards, manage promotional efforts and get yourself seen by household names.
We also remove all of the manual elements of your partnerships by offering a single set of processes for invoicing, payments and ordering. You have just one contact for over 500 brands (that’s us, by the way) but with all the tools for reaching out to them individually. Not only this, you can even run your existing direct partnerships – with the same terms and processes – through WeGift.
And that’s without mentioning the little touches, like the use of a single, email-based method of delivering rewards (again, as opposed to hundreds of different ones) to give your clients, and their eGift recipients, a consistent, quality experience.
There is no one way of creating and managing brand relationships. Every employee benefit and reward & recognition partner is forced to wrestle with a stack of considerations for each route. And while many have aspirations for in-house brand management, the decision between hiring a team of specialists vs a technology provider – representing price equivalent of one salary – has a clear winner.
Even the biggest agencies are turning to eGift providers as a way of saving time and money. And given that much of the unlocked resource will go on supporting their growth, we’d expect plenty of their competitors to quickly follow suit.