What Mobexpert and IKEA have in common in their promotional strategy: gift cards

The declining sales and the lower number of people entering stores have pushed the biggest players in furniture retail, Mobexepert and IKEA, to implement, right before holidays, a way of attracting clients that is specific of beauty centres and apparel stores: gift cards.

“The figures as far as gift cards are concerned have topped the budgets for October 27-31 period both in terms of the value of cards issued for clients, where we were 200% above the budgeted level, and the average value of acquired cards, of around 300 RON per sold card, and also of the additional sale generated by the gift cards returned from clients, where we had a 40% increase,” said Alina Jugănaru, project manager with Mobexpert Holding.

So far, Mobexpert has issued 28 gift cards with a total value of 8,400 RON (2,000 euros). Mobexpert cards were introduced last month and they are worth 20, 50 and 500 RON.
While for Mobexpert gift cards are a new service, IKEA launched the product last November, after a model it applied in other states as well. IKEA gift card is worth 50 and 100 RON.
“Since November 21, 2009, when the card was launched, until October 31, 2010, clients have taken home almost 2,000 units. The value of sales topped 130,000 RON (31,000 euros), VAT not included,” said Mihaela Mureșan, marketing manager with IKEA Romania.