Structural Graphics Showcase Gift Card Innovations™ at NRF

NEW YORK & ESSEX, Conn.--(BUSINESS WIRE)--Structural Graphics (www.structuralgraphics.com), the leader in high-impact dimensional marketing solutions, today announced it will showcase its leading-edge Gift Card Innovations branded solutions at the NRF 98th Annual Convention & EXPO. Gift Card Innovations uses the same high-impact dimensional techniques that sets Structural Graphics apart for completely distinctive gift card packaging, displays and program support to provide retailers with branded programs that succeed.

“For example, many retailers feature card malls that sell gift cards for a number different retailers. While these are common, our experience has shown that companies that keep their own gift cards in a separate, branded display away from the card mall experience greater sales.”

The gift card market has exploded in recent years, growing significantly and providing retailers with a unique opportunity to reach consumers. Gift cards in the past have lacked in many areas and have not always had the necessary components to attract consumers to a particular brand, and have often been seen as an afterthought instead of a meaningful gift purchase.

Gift Card Innovations transforms gift card giving completely for both retailers and consumers, providing retailers with the ability to make an emotional connection with consumers while increasing brand recognition and improving sales. Consumers, on the other hand, can now find gift cards with tangibility and an added wow factor. With a focus on dimensional gift card holders and packaging, as well as dynamic gift card displays, this branded solutions program is proven to:

• Increase gift card sales – 50 percent of gift card purchasers are more likely to buy a gift card that comes wrapped
• Improve customer acquisition and retention with brand reinforcement
• Differentiate retailers from card mall competition
• Make a lasting impression on consumers with the use of refunds, coupons and other opportunities that give retailers a chance to reach buyers and recipients with long-term marketing benefits

“What we’ve found to be so successful with Gift Card Innovations is the connection retailers are able to make with the consumer while improving their brand recognition,” said Mike Maguire, CEO, Structural Graphics. “By branding both the gift cards and the packaging and displays they come in, companies can maximize gift card sales – and by using our one-of-a-kind packaging designs, they can offer consumers a gift card that doubles as a greeting card for whatever occasion they’re shopping for.”

The Gift Card Innovations approach focuses around understanding the three basic elements of the gift card sale – the brand, the consumer and the retail environment. Starting with the brand, Gift Card Innovations first looks at the brand, product features, attributes, functionality and emotional benefits, as well as the personality and essence of the brand. Next, the program helps companies uncover consumer insights and target the emotional connection needed between the brand and the consumer – strengthening the bond and elevating brand awareness to drive gift card sales. Last, this approach looks at the retail environment where the action takes place and purchase decisions are made, utilizing extensive industry knowledge to help develop programs and strategies that will increase exposure and revenue.

“By looking at all three elements in the environment we’re able to help companies develop holistic gift card programs that achieve their key goals – driving sales and maintaining brand awareness,” said Peter Flynn, senior account manager for Gift Card Innovations, Structural Graphics. “For example, many retailers feature card malls that sell gift cards for a number different retailers. While these are common, our experience has shown that companies that keep their own gift cards in a separate, branded display away from the card mall experience greater sales.”

Gift Card Innovations uses branded approaches to sell more gift cards using five programs – depending on what will be most effective for a particular company – including:

• Analysis & Discovery – Research to help understand customers, markets, demographics, trends and other pertinent data.
• Design & Presentation – Creation of innovative gift card programs using unique gift card packaging and displays designed by Structural Graphics’ paper engineers and graphic designers.
• Manufacturing – Cost-efficient production using a network of worldwide alliances and partners.
• Turnkey Distribution – Soup to nuts: distribution center shipping, store drop shipping, in-store set up, replenishment and pack-outs.
• DDC™ (Dual Data Collection) – Use of sweepstakes promotions and rebates to capture important customer data such as card purchaser and card recipient that can be leveraged for marketing campaigns – promoting store traffic, card redemption and repurchase.

Structural Graphics will be showcasing stellar examples of successful Gift Card Innovation programs with companies such as Boston Market and Victoria’s Secret at the NRF Expo. Visit booth # 3116 on Jan. 12 and 13 at the Javits Convention Center in New York to see these displays and learn more, or visit: http://www.giftcardinnovations.com/

About Structural Graphics

Structural Graphics is the leader in design and production of high-impact dimensional marketing solutions. Specializing in innovative solutions utilizing paper and other mediums, the company optimizes and maximizes messaging performance for magazine inserts, direct mail campaigns, sales aids, point-of-purchase displays and innovative packaging solutions.

Established in 1976, Structural Graphics is headquartered in Essex, Conn. with sales offices in Atlanta, Chicago, Dallas, New England, New York, Los Angeles and Toronto, as well as a full-time staff of designers and paper engineers and company-owned assembly operations in the U.S. and Mexico. For more information, visit www.structuralgraphics.com or call 860-767-2661.