Arby's owned channel gift card programs were strong, but with a little creativity and new product/program launches, I was able to protect channel share from retail cannibalization as the third-party program expanded. I partnered cross-functionally to provide creative direction on new card and collateral designs, bring a holiday merchandising program to market, and launch an eGift Card platform for the first time for the brand.
Holiday season brings more than 50% of gift card sales in a year, so starting in 2019, I brought an in-and-out holiday gift card display program to the brand to capitalize on the gifting season, drive incremental purchases through sought-after holiday designs and gain awareness for the gift card product.
Arby's traditionally only offered physical gift cards, but with the expansion of the Arby's Rewards loyalty program, 2024 was the perfect time to bring gift cards into the digital space. I partnered with several internal cross-functional teams and our external gift card vendor to bring the Arby's brand to life through niche eGift Card designs and ensured customers had a seamless redemption experience by developing a holistic testing, communications and training plan. Online gift card sales were +83% YOY in the first quarter after the eGift program launched.
Arby's Brand Partners: Jordan Carlson, Darlene Warnecke
Internal Designers: Pam Kennedy, Laura Frisvold
Agency Partners: Alcone