Which distribution partners should you target?
Numerous types of partners are available through Buybox Network. The partners you will target depend on the distribution strategy you wish to adopt.
Distributors connected via API to Buybox Network fall into 10 categories. These categories help you identify the partner ecosystem.
📖The Glossary
- Cash to web: The gift card is purchased using a payment made in a physical store. The gift card code is printed on a receipt.
- Multi-brand gift card conversion: The gift card is used as an exchange option from a multi-brand gift card. Customers can partially or fully convert their multi-brand gift card into a gift card on the partner’s platform.
- E-tail: The gift card is available on an open platform. End customers have unlimited access to purchase gift cards in exchange for payment on the platform. No points, company identifiers, or other restrictive information are required to buy the gift card on the platform.
- Multiple: The gift card can be used in several types of programs.
Each program must be approved by the brand before any sales. NB: We invite you to contact your Account Manager to validate the channels that align with your commercial strategy before approving this type of partner.
- Loyalty program – Company-funded: The gift card is used as an incentive/reward in a loyalty program. The program member receives the gift card in exchange for points, miles, or any similar non-monetary currency. This is a closed system—only loyalty program members have access to the gift card.
- Loyalty program – Not company-funded: The gift card is used as an incentive/reward in a loyalty program. The program member must partially or fully purchase the gift card. This is a closed system—only loyalty program members have access to the gift card.
- Consumer promotion: The gift card is used as a promotional tool to promote a company’s product or service to the end customer.
- Retail Gift Card: The gift card is purchased through a payment made in a physical store. The physical gift card is activated at the point of sale after payment.
- Employee reward – Company-funded: The gift card is used as an incentive/reward for a company’s employees. The company purchases the gift card for its employees. Employees receive the gift card free of charge. This is a closed system—only employees of the company purchasing the gift card have access to it.
- Employee reward – Not company-funded: The gift card is used as an incentive/reward for a company’s employees. To receive the gift card, the employee must partially or fully purchase it. This is a closed system—only employees of the company offering the reward have access to the gift card.
To go further, each distributor has a business presentation allowing you to better understand their beneficiary type, customer journey, scope, etc.
We usually observe several strategic approaches:
- Ultra-open strategy to maximize brand awareness by accepting all types of distributors. The objective is to be present on as many channels as possible to saturate the market and capture a wide range of customers, both new and existing.
- Selective hybrid strategy, which builds on the ultra-open model by accepting all types of distributors but adds a selective layer. This approach is more targeted, and distributors are chosen based on specific criteria. The objective is to maximize sales while avoiding excessive dilution.
- Rigorous partner selection, commonly adopted by premium brands.
The goal is to preserve and strengthen brand image by choosing a limited number of distributors on closed-loop channels.
💡Pro tips
Do not hesitate to reach out to your Account Manager, they can assist you in defining your distribution strategy in alignment with your objectives.