Report: Best and Worst of Online Gift Card Purchasing Experiences

1311_OnlineGiftCardExperience_COVERWe just published a Temkin Group report, Best and Worst of Online Gift Card Purchasing Experiences. The research uses Temkin Group’s SLICE-B Experience Review methodology to evaluate eight retailers. Here’s the executive summary:

Gift cards are an important component of a retailer’s offering, but how effectively do their websites support the sale of these items? To evaluate the user-friendliness of the online gift card purchasing process, we used Temkin Group’s SLICE-B experience review methodology to asses the user experience at eight large retailers: CVS, Walgreens, Target, Walmart, Barnes & Noble, Amazon, Starbucks, and Dunkin’ Donuts. Walmart earned the top score for its exceptional functionality, while the user could not complete the purchasing goal at either Target or Walgreens. The positive and negative elements of the experience varied across companies, but many failed to provide a printable order summary, a recognizable starting point, or a confirmation that the gift card had been received.

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Here are the overall results of our SLICE-B experience review that examines six elements of the experience: Start, Locate, Interact, Complete, End, and Brand coherence.

1311_OnlineGiftCardResults

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The bottom line: Make it easier to purchase gift cards

About Bruce Temkin, CCXP
I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

One Response to Report: Best and Worst of Online Gift Card Purchasing Experiences

  1. I am surprised that Barnes & Noble ranks higher than Starbucks. With the amount of Starbucks gift cards being given as gifts, i would think that Starbucks would have the most user friendly process.

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