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

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

One thought on “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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