Gift Carding Responsibly – What Brands Need To Know
The global gift card market was valued at 984.3 billion in 2023. By 2030 that value is expected to reach a staggering 3.09 trillion.
Behind this exciting growth is a mounting environmental challenge. Most of those cards are currently printed on non-recyclable PVC plastic with an associated carbon emission impact of 46.97gCO2e per card when digitally printed. When digitally printed on a paper based substrate the figure is just 4.28gCO2e per card.
But for brands the benefits of digitally printing paper based gift cards extend far beyond the environmental advantages. They include:
- True cost of ownership – with digital print you order only what you need, when you need it. There is no tying up of budget. There is no need to put cash on a pallet as there is no unused stock to store. The risk of obsolescence is reduced.
- Faster speed to market – digital print and production supports faster design, creation, approval, and production of short runs. This allows brands to be highly creative in generating interest in short term or reactive promotions, for example.
- Enhanced customer engagement – with the ability to personalize and adapt content on a piece by piece basis brands can connect more with customers. They can elevate their customer experience and explore exciting ways to reinforce awareness, relevance, and loyalty.
- Highly targeted application – Gift card designs can be regionalized to promote specific offers, or in recognition of significant cultural dates. They can also be event focused.
We have been working with a huge variety of brands who see the value of their gift cards – which are often single use – being fully recyclable and manufactured with a 91% reduction in their carbon footprint.
We have been helping them adapt their thinking to how short run card production can enable them to interact differently by offering a customized experience – something that makes their customers feel valued.
Brands have also been exploring ways this approach to card creation can help them connect with staff members for seasonal gifting or intercompany activities.
All of this is made possible by digitally printing high quality personalization on a carefully selected high caliper substrate with the RICOH Pro C9500 digital sheet fed press, supported by intelligent software capabilities.
Thanks to the Co-innovation we have undertaken with Ricoh, brands can confidently move away from the mass production model of offset print to a digital on demand, lean, supply chain. They can print according to actual sales data, rather than forecast data, by using relevant, real time figures. They can be highly creative with a premium, luxurious look and feel.
Chat to us or Ricoh to see how cost effective production of responsibly produced gift cards can help reinforce your brand’s core values.
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