Birdsnest’s Omnichannel Gift Card Integration with ConnectPOS and BigCommerce

OVERVIEW

Birdsnest is an innovative omnichannel retailer known for offering a wide range of women’s fashion products. With a growing customer base both online and in-store, Birdsnest prioritizes a seamless shopping experience across all channels. As they transitioned to BigCommerce’s headless solution for eCommerce, the company needed a robust gift card system that would work fluidly across both their online store and physical locations, which use ConnectPOS.

CHALLENGE

Birdsnest faced several challenges as they transitioned from a homegrown eCommerce platform to BigCommerce:

• Gift Card Management Integration:

  The existing gift card system needed to integrate with ConnectPOS to ensure customers could redeem and use gift cards both online and in physical stores.

• Omnichannel Consistency:

  Ensuring real-time synchronization of gift card balances between online and offline channels was crucial to delivering a smooth omnichannel experience for their customers.

• Operational Efficiency:

  Birdsnest aimed to eliminate manual processes involved in gift card management, saving time and reducing the possibility of human errors.

They aimed to find a unified gift card solution to enhance customer engagement, streamline operations, and support growth in key business metrics such as ARR, LTV, AOV, and repeat purchases.

SOLUTION

Omnichannel Gift Card System Integration with BigCommerce and ConnectPOS

To address these challenges, Birdsnest implemented a third-party gift card management system that integrated directly with BigCommerce and ConnectPOS. This solution allowed for seamless use of gift cards across both their online and physical stores.

1. Gift Card Integration with ConnectPOS and BigCommerce:

   • Unified Gift Card System:

     The new gift card solution was designed to integrate smoothly with ConnectPOS, allowing customers to redeem gift cards in-store or online. Whether a gift card was purchased online or at a physical store, the system ensured that balances were updated in real time and could be accessed seamlessly across both platforms.

   • Omnichannel Redemption:

     Customers could purchase, redeem, or check their gift card balance from any channel—whether shopping online via BigCommerce or at a Birdsnest retail location. This seamless integration provided customers with a unified experience, increasing the likelihood of gift card purchases and redemptions.

2. Real-Time Synchronization Across Channels:

   • Real-Time Updates:

     The system ensured that any changes to gift card balances—whether made online or in-store—were reflected instantly across both ConnectPOS and BigCommerce. This eliminated the risk of inconsistencies and manual reconciliation.

   • Centralized Management:

     Birdsnest’s staff could easily track, manage, and issue gift cards from a centralized platform, reducing manual work and ensuring that customers received a flawless experience.

3. Operational Efficiency and Reduced Manual Work:

   • Automation of Gift Card Processes:

     The integration automated much of the gift card process, such as issuing, redeeming, and tracking balances, thereby saving Birdsnest’s team hours of manual work that was previously required to reconcile gift cards across systems.

   • Ease of Management:

     The gift card system was fully integrated into the existing workflow, reducing the burden on Birdsnest’s staff and ensuring that customers received accurate and timely information regarding their gift cards.

4. Enhanced Customer Experience and Engagement:

   • Improved Customer Convenience:

     The ability to use gift cards across channels gave customers more flexibility and convenience, which helped increase engagement and loyalty.

   • Personalized Marketing Opportunities:

     With the unified gift card system, Birdsnest could follow up with customers via personalized offers, reminding them of unredeemed balances or encouraging them to purchase gift cards for special occasions. This drove higher repeat purchases and strengthened customer relationships.

RESULT

1. Seamless Integration and Significant Time Savings:

   • Saved Hours of Manual Work:

     The new system significantly reduced the time spent manually managing and reconciling gift card balances across online and in-store platforms. The automation of key tasks saved Birdsnest’s team valuable time, which could now be invested in more strategic efforts.

   • Operational Efficiency:

     The real-time synchronization between BigCommerce and ConnectPOS ensured that all systems were in sync, reducing the potential for errors and improving overall efficiency.

2. Growth in Key Business Metrics:

   • Increased Annual Recurring Revenue (ARR):

     By simplifying the gift card process and making it easier for customers to purchase and redeem gift cards, Birdsnest saw a 10% increase in ARR. The unified gift card system encouraged customers to buy more gift cards, particularly for gifting purposes, which boosted sales.

   • Higher Customer Lifetime Value (LTV):

     The ability to track gift cards and follow up with customers on unredeemed balances led to a 15% increase in LTV, as customers returned to redeem their cards and often made additional purchases.

   • Increased Average Order Value (AOV):

     Gift card recipients typically spent more than the value of the card, driving a 12% increase in AOV. Birdsnest’s promotional campaigns that encouraged customers to “add more” to their gift card balance also contributed to this growth.

3. Improved Customer Retention and Repeat Purchases:

   • Boost in Repeat Purchases:

     Customers who received or purchased gift cards were more likely to return to the store, leading to a 20% increase in repeat purchases. The flexibility of using the gift card both online and in-store played a key role in driving this behavior.

   • Stronger Customer Engagement:

     Personalized follow-ups and reminders about gift card balances, combined with seasonal promotions, led to increased customer engagement and brand loyalty. Birdsnest’s gift card system helped foster stronger connections with customers by offering them a convenient and rewarding shopping experience.

4. Fun and Engaging Promotions:

   • Promotional Gift Cards:

     Birdsnest launched fun and engaging promotions around their gift cards, such as “buy a gift card, get a bonus,” or seasonal campaigns like holiday-themed gift card offers. These promotions not only increased gift card sales but also brought an element of excitement and fun to the shopping experience.

   • Customer Rewards:

     By integrating the gift card system with their broader loyalty and rewards strategy, Birdsnest was able to further incentivize customers to return and shop more frequently, while enjoying the perks of being loyal customers.