Case StudiesJB Hi-Fi: Fine-Tuning the Gift Card Experience
JB Hi-Fi: Fine-Tuning the Gift Card Experience
Challenges & objectives
While already a successful and popular product, JB Hi-Fi sought to further grow the performance of its gift card program by overcoming the following challenges:
Multiple redemptions were not possible on a single card, meaning change was given (program leakage) or a new gift card issued for the remaining balance (at additional cost to JB Hi-Fi)
The gift card could not be sold online at jbhifi.com.au or used as a payment tender when purchasing merchandise online at jbhifi.com.au, limiting its appeal and availability
Reporting on gift card activity was inadequate, lacking transparency for both JB Hi-Fi and its cardholders
Our Solution
Vii developed a gift card solution that integrated directly with JB Hi-Fi's proprietary POS system, allowing multiple redemptions (up to the initial value loaded) on the one card, and eliminating the need for any form of cash settlement at the point of sale.
Web integration between Vii's platform and jbhifi.com.au enabled the gift card to be purchased and used as payment tender online.
Vii's solution included a comprehensive set of real-time online reports for JB Hi-Fi support office, and real-time reporting of transaction history and card balance to each cardholder.
Results
In the first 12 months after implementing Vii's solution, JB Hi-Fi has achieved significant benefits in terms of the customer experience and bottom line results:
Program leakage has ceased and program costs have reduced
Online sales and brand awareness have increased, and customer service has improved through jbhifi.com.au
Closer monitoring of program performance and cardholder activity is now possible, through more accurate and timely reporting, and ease of download in multiple formats.
