River Island is Diggecard’s longest standing client, and we have been proudly working in partnership with them since 2010. Before launching their new programme over a decade ago, gift cards for consumers at River Island were only available to purchase in store, in paper format. Back then, the brand had started to explore gift card opportunities in the B2B market, but this was really in its infancy, and also in paper format only.
Physical gift card and online sales launched 2010
To help increase their sales, River Island decided to launch a physical gift card as well as online sales to consumers. For this they sought out external expertise. So, with our help, in 2010 a physical gift card was launched in store and online for consumers. The new B2C programme hit the ground running, delivering extremely successful sales during its first Christmas. The new physical (then plastic) gift card was sold alongside the paper gift card for a while, before that was phased out.
Increased exposure in B2B
Simultaneously in 2010, Diggecard also took over River Island’s B2B gift card programme, helping them to expand their reach into this lucrative market. Our existing network of business and agency buyers meant that River Island increased its exposure within B2B almost overnight. From there on, a proactive approach to B2B sales and marketing continues to be delivered by Diggecard with regular strategic planning, campaign execution and reporting.
Enabling multi-choice programmes
Another sales channel that we have helped River Island explore and maximise is their participation in multi-choice programmes. This has contributed towards sales increases and also brand awareness development.
Digital gift card launched, re-platforming and digital gift card personalisation
Throughout the course of our partnership with River Island, we have adopted a consultative approach, helping the brand to make the right moves in successfully growing their gift card programme. Key steps in this development include:
1) The launch of a digital gift card in 2018, which has provided greater flexibility to both consumer and business buyers
2) A re-platforming in 2020 which allowed the addition of nominated day and time delivery for consumers purchasing digital gift cards online
3) The addition of digital gift card personalisation to the customer journey, allowing consumers to add video, images and personal messages to their gift card purchase
4) International growth – River Island Euro gift cards can be spent in all euro countries and redeemed on riverisland.com. Further international expansion is planned for 2023.
Continuous sales growth and development opportunities
The effectiveness of the programme is highlighted in sales results that have continued to increase each year – total sales have grown by 74% since 2018. This is driven by proactive account management, specialist technology and ongoing strategic planning.
An initiative in 2020/21 saw QR codes placed in the windows of stores closed due to the pandemic, taking consumers straight to purchase gift cards. The Diggecard team also works collaboratively on all kinds of initiatives to develop new B2B sectors and customers, and represents the brand at industry events. Also, as Diggecard’s own products develop, further opportunities are created for retail brands like River Island who automatically join our Gift Card Marketplace and DiggeChoice products.
Some kind words from River Island
“Diggecard have managed our gift card programme with great success since 2011. Their level of specialist knowledge and technical expertise is a differentiator to our business. By working in partnership with Diggecard, we are able to focus on other areas of our business, knowing that we are in very safe hands.”
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 partnership with River Island will help you to trust our expertise and technology. Find out more about our services for retail, leisure and hospitality clients, or contact our team.
About River Island
With over 60 years of fashion retailing experience, more than 350 stores across the UK, Ireland and internationally, and six dedicated online sites operating in four currencies, River Island is one of the most well-known and loved brands on the high street.
Renowned for stylish, affordable fashion, River Island customers can expect great going-out looks and occasion wear, amazing denim and fabulous bags and shoes. In fact, the brand prides itself on being the perfect store to pick up everything for a brand new head-to-toe look.
