MRA to offer gift card programcontinued from page 1 Just in time for the holidays, Michigan Retailers Association
is offering members an electronic gift card program that can be customized
to their stores. The popular cards have replaced paper certificates across
the country and offer a new kind of gift that has been well received by
consumers and retailers alike. “Families across the state will benefit from not
having to deal with the hassle of returns, and retailers will no longer
lose money when an item bought in their store, and subsequently returned,
turns into cash walking out the door,” said John Mayleben, vice president
of sales and marketing for MRA. “We are glad to be offering this
new feature to our valued bankcard customers.” The gift card program will allow a retailer to choose
from several card designs, to which the retailer’s name and logo
will be added. Large-quantity orders can be created with an original custom
design. Retailers will be able to offer cards with preset denominations
or set them up to customer specifications at the time of the transaction.
Gift cards are processed right at the store’s credit card terminal. A major benefit to retailers is that the cards automatically
carry the customer’s declining balance, so there is no need to give
change back or issue a new paper certificate. “If there is still a balance on the card after a
purchase is made, the retail store is more than likely going to see at
least one more sale,” said Mayleben. “Then, when the card is
redeemed and has no balance, it can be retained by the store for reuse.” Gift cards can be displayed by the counter and on the
sales floor, ready for sale, which is a measurable improvement over having
to print up, fill out and get manager signoff on a paper certificate.
Security is also improved because, unlike paper certificates which can
be forged, the gift cards have no cash value until they are activated
by the retailer. The minimum amount of cards that can be ordered is 250,
which carries a total cost of $350. As the number of cards ordered increases,
the cost decreases significantly. For more information on MRA’s electronic gift card, contact your MRA sales representative at 1.888.777.4939, or e-mail mra@retailers.com. |