One in two French employees believes that the rewards offered by their company lack personalization, according to a survey conducted in early 2024 by OpinionWay. However, the budgets allocated to this type of initiative have been steadily increasing for five years. Despite this growth, nearly 40% of recipients report never having used certain gifts received.
Companies are now looking to bridge this gap by focusing on new, more flexible formats that cater to individual expectations. Nevertheless, the question of the actual effectiveness of these tools remains a point of friction for marketing departments.
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Reward Marketing: Understanding the New Levers of Loyalty
The loyalty program has changed its face. Gone are the days when points were accumulated to obtain a generic reward; companies are multiplying solutions to strengthen loyalty among their customers and employees. Now, gift cards are taking center stage: a marketing tool that is flexible, stimulating, and suitable for everyone. Why this success? Because everyone can choose what truly pleases them, which limits waste and boosts satisfaction. The key lies in personalization and the ability to adapt: physical or digital cards, single-brand or multi-brand, adjustable amounts, multiple occasions… the range has expanded rapidly.
To illustrate this shift, here are two concrete examples of solutions and benefits for companies:
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- The Pass Multicadeaux clearly demonstrates this new trend: it allows for access to a wide choice of brands, which perfectly aligns with the demand for flexibility and openness.
- For companies, offering such benefits enhances the relationship with employees or customers while simplifying the management of allocations and referral programs.
The efficiency of these initiatives is no longer a myth. The National Retail Federation confirms it: 61% of consumers spend more than the value of their gift card. In France, this segment already accounts for 4 billion euros, according to 2023 figures. Gradually, the traditional gift voucher is giving way to hybrid solutions designed to integrate into loyalty programs or internal recognition efforts. The Pass Multicadeaux fits into this logic: it responds to a demand for meaning, experience, and personalization while strengthening corporate culture and engagement with the target audience. This flexible and adjustable approach redefines reward marketing and its uses.
How Next-Generation Gift Vouchers Transform Customer Relationships and Measure Their Impact
With the rise of next-generation gift vouchers, customer relationships are becoming much more dynamic. Gift cards, now available in both physical and digital versions, adapt to the diversity of uses and profiles. Used to reward, re-engage, or retain customers, they fit into every stage of the customer journey: during purchase, in after-sales service, or to re-establish dialogue after an abandoned cart. The recipient’s experience becomes personalized: they choose, and the company solidifies its connection.
The multi-brand version broadens the possibilities, while the single-brand card fosters a privileged relationship. For companies, refining strategy through data becomes a valuable asset: each transaction, each card used or not, each preference between in-store and online shopping feeds into a detailed analysis of purchase behaviors. The result: better-calibrated campaigns, targeted actions, and stronger loyalty. According to the National Retail Federation, 61% of users go beyond the offered amount, generating additional sales and strengthening brand attachment.
The gift card is now integrated into the heart of the loyalty program and the customer experience. It adapts to needs: welcome gift, thank-you gesture, event animation, or support for a cause. This ability to adjust, combined with precise impact tracking, alters the customer relationship and accelerates loyalty strategies.
As the rewards market continues its transformation, one thing is clear: personalization and agility are no longer options but established expectations. Companies that can listen, adapt, and innovate will make a difference, beyond just the gifts received… and forgotten.