MultiCentre is a branded shopping centre gift scheme, launched in May 2004, under which gift cards are sold to retail and corporate customers. The point of sale is generally the centre’s customer service desk, although in some cases smaller centres sell through one of their tenant retailers. Gift cards are also available for purchase online and corporate orders can be placed through the Response Group or shopping centre management offices.
Gift cards can be purchased for any value from €10 to €1,250 and are activated for immediate use. Cards are redeemable in all retail outlets in participating shopping centres. Participating shopping centres include:
There are currently over 600 participating retail outlets in the scheme in which customers can redeem their gift cards.
Since its inception in 2004, the scheme has established itself as a recognised brand and has sold over €60 million to customers of the participating shopping centres and, due to its expansion into new centres, continues to grow in spite of the current economic climate.
Appeal of the Gift Card
From a customer’s point of view the MultiCentre Gift Card offers far more choice than retailer issued cards, being redeemable in any retailer in all participating centres. For retailers the cards are easy to handle and require no hardware or software set-ups, with clearing taking place automatically and payment arriving at the same time as with any other MasterCard card. Likewise, retailer charges are the same as those applying to any MasterCard card. From the centre’s point of view it is a footfall and revenue driver, while centre management are free of almost all of the administration associated with paper gift vouchers. The card can be branded to any centre by personalising the card carrier. Finally, high levels of cross redemption between centres means card sales are over 15% higher than for standalone shopping centre schemes.
One of the key advantages of the MultiCentre Gift Card is the very short lead time. While a standalone shopping centre product will take at least three and up to six months to set-up and go live, the MultiCentre Gift Card can be ready for sale in less than two weeks. The Response Group, programme managers of the scheme, look after all technical, training, customer service, scheme support, compliance and management aspects of both set-up and ongoing operation, meaning that centre management time commitment is minimal.
The MultiCentre Gift Scheme is not only the largest shopping centre gift scheme in Ireland; it is a proven, cost effective, easy to implement and highly beneficial addition to any centre’s offering. For more information, see www.multicentre.eu