National Garden Gift Vouchers to sell through Facebook

The National Garden Gift Vouchers (NGGVs) scheme is claiming to be the first voucher provider to use Facebook as a direct selling platform.

Image: NGGV
Image: NGGV

Its new e-commerce operation forms part of an integrated social media programme that is part of National Garden Gift Vouchers’ 50th Anniversary marketing activity.  

HTA, who run NGGVs, say Facebook will provide incremental sales that will complement a retail network of more than 2,000 outlets that includes stores such as Homebase, nursery and garden centre groups and independent garden centres and nurseries.

NGGV general manager David Butler said: "We have been looking to enhance our digital and social media activity and e-commerce was something at the top of our wish list to sit alongside our website and retail sales operations. We’ve known for a while that once in Facebook, users don’t like leaving it to purchase.  However, we now have a simple click through solution that keeps buyers within the Facebook community, so it made total sense for us to develop our social media offering."

The social media programme and delivery which includes Facebook, blog,and twitter (@gardengiftvouch) has been created and implemented by digital PR outfit Clareville, which already looks after national and regional media promotions and editorial syndication for NGGVs.

In addition to their social media presence NGGVs has also recently launched a store locator mobile app and a new £50 voucher.

The HTA says 78 per cent of NGGVs recipients spend more than the face value of their voucher while 70 per cent of purchases are on plant products.

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