The Rise of Electronic Vouchers in Everyday Life
In recent years, there has been a noticeable increase in the use of electronic vouchers in various aspects of our daily lives. From shopping at convenience stores or department stores to ordering food at cafes or food streets, going to cinemas or concerts, and entering tourist attractions, the use of electronic vouchers has become more prevalent in our daily routines. A market research consultancy, Chuang City International, conducted a survey this year and found that 79.8% of respondents had used electronic vouchers at some point, with 74.1% using them more frequently in the past year compared to the previous two years. This upward trend in the usage of electronic vouchers highlights their growing popularity among consumers.
The Art of Gift Giving with Electronic Vouchers
One of the key findings from the survey was that the most common way people acquire electronic vouchers is through “gift giving,” with 91.5% of respondents obtaining vouchers in this manner, surpassing the self-purchase mode at 56.8%. Further analysis revealed that gift giving scenarios primarily included full amount or bonus redemption, marketing gifts, gifts from friends and family, and corporate welfare distribution. For instance, many department stores now encourage consumers to reach a certain spending threshold during anniversary sales events to receive electronic vouchers directly at the store counters. This not only allows consumers to use the vouchers on the same day but also eliminates the need to exchange paper vouchers across different floors.
Moreover, brands distributing vouchers can benefit from the convenience of electronic vouchers by streamlining the procurement process and reducing the costs associated with handling paper vouchers. As a result, besides department stores, an increasing number of entities such as banks, securities firms, retailers, and e-commerce businesses are leaning towards using electronic vouchers as reward options in their marketing activities.
Enhancing Value with User-Friendly and Eco-Friendly Features
The ease of use and eco-friendliness of electronic vouchers have been key factors contributing to their value proposition. The survey indicated that the convenience of “simply presenting your phone for scanning” was a crucial aspect that resonated with respondents, with this indicator consistently showing an increase over the past three years. Additionally, the second most popular advantage was the “paperless, more environmentally friendly” nature of electronic vouchers, highlighting the growing concern for sustainability among the Taiwanese population.
The emphasis on sustainability can be attributed to widespread media coverage on topics such as net-zero carbon emissions and corporate ESG practices, which have raised awareness and strengthened the public’s perception of sustainability. By choosing electronic vouchers over paper, individuals believe they are contributing to the planet’s long-term well-being through a simple and effortless action.
Convenience Stores: The Primary Hub for Electronic Voucher Redemption
Understanding the factors driving the popularity of electronic vouchers, the survey also delved into the primary venues where people tend to use these vouchers. The results revealed that “convenience stores” were the most widely used locations for voucher redemption, followed by chain fast-food or coffee beverage outlets, and large-scale retail stores. This continuity in the top three options from the previous year’s survey indicates a growing habit among the public to use or redeem electronic vouchers at these frequented locations.
The ubiquity of convenience stores in Taiwan, which ranks second globally in convenience store density, plays a significant role in the high probability of individuals using electronic vouchers at these establishments. With convenience stores being easily accessible and frequented by the public, there is a higher likelihood of electronic voucher usage compared to other venues.
Given the proliferation of convenience stores and the established redemption behavior among consumers, it is advisable for brands to prioritize selecting convenience store electronic vouchers for marketing gift activities or corporate welfare distribution, as it aligns closely with consumer preferences.
In conclusion, the widespread acceptance of electronic vouchers among Taiwanese individuals, coupled with their ease of use in daily routines, has resulted in their continued usage. This trend is evident through the prevalence of electronic voucher usage at convenience stores, showcasing the convenience and practicality of electronic vouchers in everyday transactions. Additionally, in terms of market share performance, Edenred’s dominance in support underscores the growing popularity of vouchers with broader usage channels and increased collaboration with various businesses.