Quite often a customer story starts off with a client identifying a need or goal, and then finding a way to achieve that goal either internally or with an external partnership. This was not quite the case for the National Trust and how their story with gift cards began…
A journey of discovery
Two years prior to launching their gift card programme, Diggecard’s UK CEO started a personal mission to convince the National Trust of the huge opportunities they could benefit from within the gift card market. Through a series of workshops and other education activities, Diggecard was able to help key stakeholders and team members realise this new sales channel to achieve sustainable commercial results.
Solving unique challenges
During the period of education and project scoping, Diggecard helped the National Trust solve a number of unique challenges including:
- Defining roles and responsibilities – identifying which team should take responsibility for gift cards
- How gift cards could work right across the business including cafes, subscriptions, rental cottages, and in store and online products
- Outlining how the gift card would align with the National Trust’s membership model
- Agreeing the best channels to focus on including in store, gift card malls, website and the B2B market whilst simultaneously ensuring no cannibalisation of existing revenues
Programme launched in 2015
The gift card programme for the National Trust was launched in 2015 including the following features:
- Physical and digital gift card products
- B2C website for consumers to purchase gift cards via the National Trust website
- B2B sales – the Diggecard team works as the National Trusts sales team, selling their gift cards to our vast network of business and agency customers
- In store sales
- B2C and B2B gift card delivery
- Gift card mall partnerships – originally just Sainsbury’s but now includes more
- Customer service support where Diggecard acts as an extension of the National Trust via dedicated a customer service centre
Sales up by 96% and programme continues to evolve
With the National Trust driving awareness of gift cards to consumers and Diggecard promoting the brand to businesses, sales continue to expand. Compared to the previous year, sales grew by 96% in 2019/2020.
With regards to the B2B market, National Trust gift cards offers something different for businesses and agencies to use as rewards, incentives, benefits, promotions and discounts. Tying in well with health, wellbeing and the great outdoors there are many great benefits to ensuring their brand is available in the B2B market.
The National Trust have also used their own gift card as a reward to drive their own membership acquisitions – something we refer to as “two bites of the cherry”! As an extension to this campaign, The Times used the National Trust gift cards to drive subscription acquisitions, creating further sales opportunities for the brand.
To maximise all opportunities, our teams continue to work closely together with regular planning and reporting activity, helping to keep the programme constantly on its toes.
Some kind words from the National Trust
“Working with Diggecard allows us to focus on our core business, knowing that we are in very safe hands. The team understands our brand and we would recommend them as gift card experts.”
If you are a large retailer or leisure/hospitality operator that is looking to explore the opportunities for growth in the gift card market, hopefully our role in guiding the National Trust’s programme will help you to trust our expertise and technology. We would be happy to help you and your team realise the potential of gift cards.
