With a possible score of 66 total points across 22 criteria, a new survey on Digital Gift Cards reveals the organizations that scored highest in this year’s evaluation: 1. Sephora (55 points); 2. Starbucks (50.5 points); 3. The Home Depot (46.5 points); 4. Dunkin’ Donuts (44.5 points) and 5. Amazon (43 points).
RSR Research’s sixth digital gifting benchmark study, “Digital Gift Cards In 2016: Where Omni-Channel Strategy Meets Customer Expectations,” ranks the consumer-facing digital gifting experiences of 100 of the nation’s top retailers, restaurants and – for the first time – airlines. In addition to focusing on the importance of mobile, this year’s study includes new evaluation criteria like omni-channel payments, bulk buying and the ability to purchase cards with credit card loyalty program points.
Of the 100 merchants evaluated, 81 offered digital gift cards. The criteria RSR Research uses for evaluation evolve every year — just as retailers’ capabilities (and needs) evolve. RSR updates criteria to highlight differentiating capabilities, rather than the features that have become industry standards.
The full study includes rankings for all 81 retailers, restaurants and airlines evaluated. Specifics about what went right and what went wrong in the buyer and recipient experiences, as well as actionable advice for strengthening gift card programs are available in the study.
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