Be the first!
 
 
Papa John's was the first to unveil a virtual gift card strategy through its early December partnership with gift card supplier CashStar. That puts them ahead of the game if CashStar founder David Stone is correct in his projection that 30 percent of the $1 billion gift card market will be virtual within five years.
 
Here, Papa John spokeswoman Linda Nuss talks about the company's strategy of introducing the product now, and the surprising demographic that uses it.
 
1. What thinking or research led Papa John's to go with online gift cards?
 
We have seen our gift card program grow significantly over the past several years. However, as third party retailer space becomes more competitive, we needed to look outside of retail for places to grow the program. Online gift card provides us the opportunity to reach customers who aren't current Papa John's customers or are delivery Papa John's customers. It also is an extension of our focus on digital.
 
We believe that the gift card industry will continue to move toward a digital (or online) platform. Online gift cards also reduces the cost of administering the program because there is no need for plastic card production. We also see online gift cards as part of the "green" movement, reducing plastic waste in the environment.
 
2. Who is buying this means of gifting -- young people? Older, affluent people?
 
Right now, everyone is purchasing online gift cards. We have grandparents sending their children and grandchildren e-mailable gift cards. Parents love being able to e-mail their college students a Papa John's Gift Card that is delivered immediately. It is a great way to surprise and delight anyone who loves great-tasting pizza.
 
3. Where are the cards getting the most visibility -- social networks, AOL banner ads, etc?
 
Since we just launched online gift cards Dec. 7, we are still building awareness. We are promoting the service in all of our marketing channels, which includes Facebook ,Twitter, display advertising, e-mail blasts, our pizza box boxtoppers, etc. Wherever we can promote it, we will.
 
4. Is there anything else about the CashStar program that you like or has taken you by surprise?
 
One of the best features of the CashStar program is the plan ahead, which compliments our plan ahead ordering. Customers can order a gift card today and have it delivered months from now. We have customers who in mid-December scheduled Valentine's Day gift cards for delivery on 2/14. And, best of all, customers will be able to redeem it for a heart-shaped pizza.

Reader Comments

Add a Comment

We welcome your thoughtful comments. All comments will display your real name.

Want to participate in the discussion?

Or log in for complete access.

  • Clear
  • Post
Be the first to post a comment for this story.
Products & Services

PaneRiso Foods White Rice Pizza Crust

http://global.networldalliance.com/new/images/products/PR_Pizza150px.jpg

1669/PaneRiso-Foods-White-Rice-Pizza-Crust

Meatballs and More

http://global.networldalliance.com/new/images/products/moreImage.jpg

1865/Meatballs-and-More

Lindsay Olive Company

http://global.networldalliance.com/new/images/products/Lindsay_Logo.jpg

1800/Lindsay-Olive-Company

Old Fashioned Golden Pears

http://global.networldalliance.com/new/images/products/Lemon_Pear_Dessert_a_100.jpg

1758/Old-Fashioned-Golden-Pears

Wireless Ronin Technologies, Inc.

http://global.networldalliance.com/new/images/products/Wireless_Ronin_150.jpg

1782/Wireless-Ronin-Technologies-Inc

Cintas

http://global.networldalliance.com/new/images/products/3687.png

3687/Cintas

Social Security Number (SSN) Verification

http://global.networldalliance.com/new/images/products/SSN_employmentsearch.gif

1426/Social-Security-Number-SSN-Verification

Free Guides by SpeedLine Solutions

http://global.networldalliance.com/new/images/products/Free_Guide_100.jpg

1827/Free-Guides-by-SpeedLine-Solutions

Put your menu in your customers' pocket

http://global.networldalliance.com/new/images/products/showcase_thumb_online_ordering.jpg

1293/Put-your-menu-in-your-customers-pocket

MagniFoods® Pizza Toppings & Specialty Meats

http://global.networldalliance.com/new/images/products/Chicken100.jpg

1297/MagniFoods-Pizza-Toppings-Specialty-Meats

Request Information From Suppliers
Save time looking for suppliers. Complete this form to submit a Request for Information to our entire network of partners.