I’m not above “borrowing” a good idea from a mass merchandiser, and here is one that I just saw in Target. Instead of offering $5 off on an item, the store offered a $5 Target gift card — with the idea, I’m sure, that I would come back soon to spend it. 

A local appliance store here in Madison, WI offers a $10 gift card when customers pay $10 to recycle a TV. I’m sure that many people come in to look at a replacement TV there for that reason.

Other stores offer a gift card of $15, for example, with any $75 purchase.  This encourages customers to spend more in order to reach the $75 level, and also brings them back during whatever time period that the $15 gift certificate or card is valid. (Some of our vendors offer a similar special with a first-time order, which is a great way of encouraging a reorder.)

You can use the idea of a “bounceback” or “come back” offer without using gift cards, of course.  Borders (may they rest in peace) used to sometimes print a coupon for a free coffee drink on their receipts, dated so that the valid period was always a few days forward.

There is even a company that makes specific “bounceback” cards (called bounceback cards, in fact) targeted at restaurants.  These cards look like gift cards, but they have the option of a scratch-off prize offer on the back for a free drink, an amount off, or buy-one-get-one-free during a future visit.  There’s no reason why these couldn’t be customized for a retail store.

Whether you use a gift card or a promotion card, you may want to follow the lead of restaurants and bars, and the big box stores, in thinking of creative ways to get your customers to come bouncing back in soon.

Happy Retailing,

Carol “Orange” Schroeder