The Comeback Card
I'm not above "borrowing" a good idea from a mass merchandiser, and here is one that I just saw in Target. Instead of offering $5 off on an item, the store offered a $5 Target gift card -- with the idea, I'm sure, that I would come back soon to spend it. 
A local appliance store here in Madison, WI offers a $10 gift card when customers pay $10 to recycle a TV. I'm sure that many people come in to look at a replacement TV there for that reason.
Other stores offer a gift card of $15, for example, with any $75 purchase. This encourages customers to spend more in order to reach the $75 level, and also brings them back during whatever time period that the $15 gift certificate or card is valid. (Some of our vendors offer a similar special with a first-time order, which is a great way of encouraging a reorder.)
You can use the idea of a "bounceback" or "come back" offer without using gift cards, of course. Borders (may they rest in peace) used to sometimes print a coupon for a free coffee drink on their receipts, dated so that the valid period was always a few days forward.
There is even a company that makes specific "bounceback" cards (called bounceback cards, in fact) targeted at restaurants. These cards look like gift cards, but they have the option of a scratch-off prize offer on the back for a free drink, an amount off, or buy-one-get-one-free during a future visit. There's no reason why these couldn't be customized for a retail store.
Whether you use a gift card or a promotion card, you may want to follow the lead of restaurants and bars, and the big box stores, in thinking of creative ways to get your customers to come bouncing back in soon.
Anonymous commented:
Hi Carol, thanks for the article on Comeback Cards. I was so intrigued by your idea that I went to the Bounce Back card web site. Unfortunately it seems as though this company is no longer in business.
Mary Sherwood Lake living commented:
Hi Carol- We have used a gift card incentive many times. It works great. To set a dollar amount, such as $75,to receive the a gift card for a future purchase is one of our best incentives. Thanks for the other suggestions.
Gift Card Girlfriend commented:
Hey Carol - thanks for the shout about gift cards. I call the incentives you mention, "Give One, Get One" because (especially around the holidays) merchants give you a gift card with the purchase of another. I tell my audience there is no law that says you have to GIVE away the other gift card. If the merchant is a place you like to shop, then buy the GOGO deal for yourself. As you correctly pointed out, the gift card recipient (in this case the purchaser) is going to come back and will, very likely, overspend the card.
I look for deals like this all the time and anticipate seeing more this holiday season!
