9 INDUSTRY NEWS Remembering Countess Charlotte de la Bedoyere Search Press is deeply saddened to announce the death of its founder, Countess Charlotte de la Bedoyere (Lotti), who died peacefully on 22nd of November 2024 at the age of 93. Lotti was a pioneering force in the publishing world, and the author of a number of popular books. We are thinking of the Search Press family at this difficult time. Lotti first came to the UK in 1938, travelling on the Kindertransport from her birthplace in Vienna. In the 1960s she took a relatively junior job at publisher Burns and Oates and eventually went on to purchase the publishing assets. Unable to publish under the name ‘Burns and Oates’, Search Press was born, named after her husband’s Catholic newsletter ‘Search’. In 1971, Lotti published her first practical, instructional craft book. Craft gradually took over as the main business of the company, and the company still thrives and prospers today as an independent, family-owned and family-run art and craft publisher; it still operates today in very much the way she set it up. After her retirement in 1997 she continued to photograph many of Search Press’ books but also concentrated on her great interest in natural woodland. She authored, among others, Plant a Natural Woodland and then Portrait of a Woodland, telling the story of the acres of indigenous trees she planted following the great storm of 1987. Industry news Latest news from the craft industry Gift cards prove to be a game changer for retailers Gift cards are proving to be a game-changer for retailers, offering a dual advantage of attracting new customers and driving incremental spend. Brands participating in multistore gift card schemes or offering their own gift cards are reaping the rewards, particularly from younger demographics like Millennials, who are embracing gift cards for their convenience and flexibility. The latest research from the Gift Card & Voucher Association (GCVA) and Global Data highlights how gift cards are an effective tool for channelling consumer behaviour by not only introducing new shoppers to brands but also encouraging them to ‘upgrade’ their purchase beyond the card’s value. The latest data in GCVA’s State of the Nation Report reveals gift cards to be an increasingly effective way for retailers to attract fresh audiences. According to the research, 63 per cent of gift card recipients discovered a new brand through their gift card. Among Millennials, this figure jumps to an impressive 74.6 per cent, underscoring the power of gift cards as a customer acquisition tool. By integrating gift card offerings, retailers can effectively raise brand awareness and reach untapped markets. Gift cards don’t just bring customers in—they encourage them to spend more. The data shows that 61 per cent of shoppers redeeming gift cards spend beyond the card’s value, with many exceeding their balance by an additional £10 to £20. Consumers often use a gift card to ‘upgrade’ their purchase, going for a higher value item than they might have done previously. Gift cards are also helping to champion local businesses according to the research. Around 20 per cent of shoppers purchasing gift cards for themselves cited the desire to support local enterprises as a key motivator. This growing preference for community-focused shopping presents an avenue for smaller retailers to foster stronger customer relationships and bolster their local presence. The shift toward digital gift cards is further amplifying their impact, especially as a choice for Gen Z shoppers. The industry is witnessing a surge in digital adoption, creating new ways for brands to engage with their audience and influence spending habits. Also, encouraging gift cards to build relevance with shoppers who prefer digital shopping or to use mobile phones as their preferred payment method. Hannah Shimko, Managing Director at the GCVA, commented: “Gift cards have evolved into a powerful tool for driving growth across the retail landscape. From introducing new customers to encouraging additional spending, their potential is enormous. As the shift toward digital solutions continues, brands that embrace this trend will be wellpositioned to capitalise on these opportunities while supporting local businesses and building customer loyalty. “The findings showcase the untapped potential of gift cards in enhancing customer experiences, driving incremental sales, and fostering community connections, proving that this versatile tool is an essential asset for retailers navigating today’s challenging market.”
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