The Power of Online Reviews
A couple of weeks ago, I went to Chicago with some friends. I'm a pretty flexible traveler. I often have a list of things I'd like to see and do but am comfortable letting the trip evolve organically—detouring to a local music event, jumping on a boat tour when the weather is perfect, and asking locals for dining recommendations.
However, two of my traveling companions relied heavily on online reviews to guide nearly every decision. They had specific criteria for how many stars a restaurant needed—even for a "cash only" diner in the middle of nowhere—and the minimum number of reviews a tourist spot required before they would pull over the car. It didn't matter if a friend recommended a stop; these guys trusted online advice from "Brettrose," "Skiz," and other random reviewers more.
Their reliance on reviews is not uncommon; according to a 2023 Power Reviews survey, "99.5% of shoppers research purchases online at least sometimes, with nearly 87% doing so regularly or always," and "77% of shoppers specifically seek out websites with ratings and reviews."
But Gift Card Reviews are Different
Here's what's different about gift cards.
You shouldn't need to see a bunch of stars or read testimonials about whether a gift card works. It just should. When you spend money on a gift card, the value should be there, and the redemption process should be straightforward—hand the card to the cashier or enter the numbers online, just as you would with a debit or credit card.
Unfortunately, that's not always the case.
When I first started answering consumer questions about gift cards, I realized the only way to provide honest and complete answers was to test the gift cards myself. This exercise led me to discover the early challenges of using eGift cards at restaurants, for example, which often required either handing your phone to the wait staff or scribbling the card number on a piece of paper for back-of-the-house processing. I also explored the quirks of Visa gift cards, particularly at gas pumps and restaurants where the final bill amount is unknown when you first swipe the card.
That was just the start.
Responding to Gift Card Reviews
In response to demand, I began reviewing bunches of gift cards and creating "how-to" blog posts and videos to help consumers fully utilize their gift cards.
Ironically, the challenges associated with using gift cards fueled the popularity of my blog more than the creative gift card presentation ideas--the genesis idea of my blog. As people increasingly turned to the internet searching for solutions to their gift card issues, they found my site—a treasure trove of authentic reviews, practical tips to sidestep common hiccups, and a responsive comment section where I answered each question. This approach addressed the immediate frustrations of gift card users and built a community of informed consumers who felt supported and valued.
In short—people couldn't get help from random reviewers like Brettrose or Skiz, but they could count on me.
Since stepping away from that blog, I've witnessed numerous comments from frustrated gift card owners go unanswered—a sight that's truly disheartening. After taking some time to reflect, I felt inspired to launch a new platform that not only continues my advocacy for consumers but also involves merchants directly. This new initiative aims to educate and equip merchants with the knowledge they need to provide exceptional support to their gift card customers.
A Call to Action for Merchants
It shouldn’t surprise you to learn that consumers generally only leave feedback on gift cards when they encounter problems. In my all my time responding to customer comments, I've never seen a review stating, "I bought this gift card and it worked."
Without proactive steps to showcase the reliability of your gift cards, the only feedback likely to appear online may be negative. So, when it comes to selling gift cards, here's my advice:
1. Test Your Gift Cards
You might be surprised how often I've been asked to review a new gift card, only to find it doesn't work. Don't let your customers be your beta testers. Distribute your gift cards to a diverse group—your mom, grandpa, a kid, a cousin across the country, and a friend in another city. You're in good shape if each person, regardless of their location or age, can use the card without needing your guidance. If not, it's a definite sign that your product needs further refinement.
2. Get Authentic Gift Card Reviews
Join my Gift Card Certification program where I collaborate with merchants dedicated to excellent customer support. My role isn’t to sell gift cards; instead, I connect consumers with brands I've thoroughly vetted for ease of use, security, and robust support. This ensures that you, the merchant, benefit directly from sales while consumers receive a seamless purchasing experience.
Shoppers visiting GiftCardsYouCanTrust.com can confidently buy gift cards, assured of their ease of use. Each card comes with comprehensive support, including detailed instructions available through blog posts and videos. I also personally engage with users, answering their questions and resolving any issues—no gift card customer will be left behind on my watch.
So, what do you think? Are you ready to demonstrate your commitment to quality and consumer satisfaction and get great gift card reviews?
Register now for our Gift Card Certification program and set your business apart as a reliability and customer support leader. Enhance your reputation and gain the trust of savvy consumers who value authenticity and transparency.
If you need me, I'll be out in the world testing gift cards, going where the road takes me, and enjoying the adventure.
Happy Gifting!
Shelley
