Australian Merchants with Top Omnicommerce Gift Card Programs


NAPCO Research, in conjunction with Blackhawk Network, recently conducted a comprehensive review of the state of Australia-based merchant gift card programs. The subsequent report included an assessment of retailers’ e-commerce/digital, mobile and in-store gift card offerings, providing an omnicommerce view of consumers’ gift card purchase and recipient experience.

The report features data and analysis from the assessment of 50 Australian merchants. These merchants, who represented a range of vertical products, were evaluated on 170 unique criteria. Key elements assessed included consumers’ online purchase and recipient experience of digital and physical cards (eg, ease of discovery, payment options, delivery options); consumers’ experience of buying physical cards in-store (e.g., how well-stocked were the displays and gift card displays; how helpful was the signage); and mobile consumers’ buying and receiving experience of digital and physical cards, as well as in-store mobile payment options and functionality.

The research was conducted from January 2022 to February 2022. Our analysts scoured the search and shopping experience, purchasing physical and digital gift cards from each of the 50 retailers assessed.

Australian merchants potentially have a lot to gain by optimizing the performance of their gift card programs. According to the Global Gift Card Survey, the Australian gift card market will grow from AU$6.8 billion in 2020 to AU$11.1 billion by 2025.

What the data revealed

Grocery chain Woolworths took the top spot in the 2022 rankings, scoring 86% of points across all criteria. It was followed by BCF, which received 83% of the available points. Dusk (82%), Aus Post (81%) and Lorna Jane (80%) round out the top five in the 2022 ranking.

Looking at the top performers in the digital-only part of the assessment, they included the following merchants:

  • BCF (95%)
  • JB HI-FI (90%)
  • Woolworths (89%)
  • Peter Alexander (89%)
  • Twilight (85%)
  • Event cinema (85%)

And while the overall average score for the in-store portion of the review was the lowest among the three channels, there was one merchant, Just Jeans, that scored perfect for the in-store criteria. The rest of the top performers in store included:

  • Australia Post (85%)
  • Lorna Jane (79%)
  • Sephora (79%)
  • Sheridan (79%)
  • T2 (79%)

Looking at the results of the 50 merchants on an aggregate basis, they got a total average score of 69% for omnicommerce. This indicates that Australian merchants can still improve when it comes to their omnicommerce gift card programs, especially when it comes to the in-store shopping experience. The following average scores for the criteria of the three assessment components contributed to the overall average omnicommerce score:

  • E-Commerce/Digital: 68%
  • In store: 58%
  • Mobile: 81%

Compared to other regions assessed in this year’s Multinational Omnicommerce Gift Card Report, Australia has a smaller gift card market, indicating an opportunity for growth. From what we have gathered from our research as well as third-party data, Australian consumers are buying more online, buying more gift cards and being savvy about sales promotions. Retailers would be wise to market their gift card programs to customers where they are, not just in-store, but also online and on mobile. Failure to do so means leaving money on the table and missing the opportunity to amplify brand awareness, build customer loyalty, and ultimately drive sales.

For example, less than a quarter (24%) of merchants offer gift cards from other brands. Companies
ready to seize this opportunity can increase the profitability of their gift card program. Possession of multi-brand gift cards should be a key consideration. As global supply chain challenges continue to impact Australia, solutions that offer customers the option to repurchase from multiple retailers could prove a popular choice.

In a follow-up article to the 2022 Merchant Gift Card Omnicommerce Assessment, AUS Edition, we’ll dive deeper into the data, including identifying the strengths and opportunities of merchant gift card programs across e-commerce channels. , in-store and mobile, as well as share best practices to improve performance in these areas. In the meantime, you can download the full report, which includes additional ranking details as well as more valuable insights and trends from the data, here.

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