An Introduction to Gift Voucher Printing

Gift vouchers are a very powerful marketing and customer retention tool for retailers and service providers of all sizes, and they can be applied to a wide variety of situations, helping to improve cashflow and maximise your revenue. One of the most common applications is to sell vouchers for gifting purposes – it not only guarantees business through your door, but can often result in unused vouchers going straight to the bottom line. Research suggests that only 95% of all vouchers are redeemed. The 5% that are not redeemed often cover the cost of having the vouchers printed.

Personalised vouchers act as an excellent advertisement for your business and they can help to keep customers coming back to you. It is well documented that it is far cheaper to retain an existing customer than it is to recruit a new one. An added bonus is that customers using vouchers invariably spend more than the value of the voucher. MoreVoucher

You could give a voucher as a reward to an existing customer who refers a new customer to you, or send a voucher to past customers who haven’t made a purchase for some time to encourage them to come back. Perhaps send a gift certificate to customers on their birthday, or just run a seasonal promotion where you send a voucher to all of your customers and set an expiry date on the voucher to encourage quick purchases.

They can be used in conjunction with existing in house promotions to reward repeat purchasing customers. Offering an incentive of a voucher to any customer spending more than £x during a fixed period, will drive up sales values as customers attempt to reach the spending threshold to gain the voucher. Vouchers can be used as a refund or credit transaction to retain cash/profit margin within the business.

According to the Voucher Association, £3.1 billion worth of gift vouchers are sold annually in the UK, generating massive profits for retailers and service providers. However, fraud is on the increase and millions are lost each year due to poorly produced vouchers, which can be easily replicated on home desktop publishing software. Despite this, security is an area often overlooked by companies using gift vouchers, which is surprising when you consider that gift vouchers are as good as cash to retailers. It is therefore important to be able to verify that the voucher you are redeeming is genuine.

There are a number of covert and overt features used by security printers to allow you to authenticate vouchers instantly. Covert features include watermarked paper, which provides an effective form of protection against counterfeiting, and is difficult, if not impossible, to reproduce by copiers and scanners. Security paper with this feature is distributed only to authorised manufacturers, making it difficult for counterfeiters to obtain. One of the most effective protective measures against fraud is the application of a hologram. Holograms also add interest and value to a voucher, they offer quick visible authentication, are widely recognised and cannot be duplicated through photocopying or computer scanning.