iFood Plans to Triple its Size in the Incentives Market in the Coming Years with Givex Gift Cards
The initiatives include forming new partnerships and expanding participation on special occasions
While gift cards are a real success among consumers when choosing gifts in foreign markets, such as the
The previously slow adoption of gift cards has cultural reasons. For Brazilians, foregoing a physical present for a gift card feels too impersonal. On the other hand, the situation has created new opportunities and companies have started to invest in the acquisition of cards for various use cases, from connecting with customers to rewarding employees. The demand came from organizations interested in adding value to their business and/or strengthening the connection with people or with the brand.
Today, 37,000 companies use the iFood solution and more than 2 million people have benefitted from these partnerships.
Pernod Ricard, a company with a portfolio of over 240 beverage brands, such as
TLC Latam, the firm responsible for the Pernod marketing action, called "Open bar at home," did not comment on the numbers, but stated that the results were solid. According to
"With the iFood gift card, we've evolved our campaigns, improved our work, and leveraged our clients' sales," says
Even faced with the challenges of opening this new market, the gift card is one of iFood's main investments for growth. This gift serves as a sales opportunity that would otherwise not occur – one that generates new transactions.
For
Along with restaurants, supermarkets, and drinks, the categories of pet shops, pharmacies, and shopping are already available on the iFood app. The shopping category alone boasts a wide range of segments including presents, flowers, perfume, electronics, toys, fashion, books and stationery, as well as adult items. To date, there are 350,000 partners united on the platform, 3 million orders made across all categories, and 1.3 million app downloads.
The number of establishments and products on offer on the iFood app, with quick delivery included, not only makes for a better experience for thousands of the app's users – it also generates value when one of the company's cards is chosen as a gift, reward, or bonus.
"There is nothing impersonal about it," ensures Nicolay. As a strategy, the company envisions many new opportunities in physical retail, such as bundling the purchase of a gift card with a bottle of wine to celebrate special occasions. "Our challenge is to make the gift card more giftable," adds Nicolay.
Beyond these strategies, iFood is also investing in partnerships with other brands, such as Nintendo + iFood, Cacau Show + iFood, and Lacta + iFood gift cards, which have been giftable on the app and in digital stores since
The results speak for themselves. Since the card was launched in
"We are growing and finding opportunities," concludes Nicolay.
The world is changing.
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