Challenge
An international retailer needed to protect its position as a luxury brand. Since B2B gift card sales run the gamut from discount stores to school fundraising to reward programs, it’s essential that the brand’s luxury gift cards are placed only in distribution channels that reflect its high-end positioning.
Solution
SBGC’s team works closely with the client to ensure B2B gift card channels are brand-appropriate fits before placing the cards.
To further protect the brand, SBGC works closely with the carefully vetted buyers to ensure our client’s gift cards are properly presented in creative materials, like online loyalty catalogs. These collaborative relationships with the buyers’ teams help reduce marketing errors that might otherwise undermine the retailer’s well-established position as a luxe brand.
Results
SBGC’s team protects the retailer by ensuring its luxury gift cards are distributed through brand-appropriate channels and presented in brand-appropriate ways.
