Europe & Middle East

HTA launches reloadable gift card for corporate market

The new card program makes a reloadable card readily available as an employee reward.

The Horticultural Trade Association (HTA), in partnership with corporate gift card specialist MBL Solutions Limited, recently launched a reloadable gift card program for the corporate gifting market in the United Kingdom. The Gift Card can be used in hundreds of independent garden centres across the U.K., and is called the National Garden Gift Card.

According to the United Kingdom Gift Card and Voucher Association (UKGCVA), 55 percent of the estimated £5 billion gift card market is attributable to corporate sales. HTA was eager to enter this market and make gardening gift cards readily available to corporate organisations and employees as an incentive or reward.

Tony Stacey, National Garden Gift Card product manager adds, “We are fortunate enough to sell over £30 million of gift cards directly to consumers each year, and I’m pleased we can now open this up to the corporate market. Providing a corporate reward that promotes being in the fresh air, barbequing, socialising and enjoying the garden can only be a good thing.”

The HTA reloadable gift card can be used at all participating garden centres throughout the U.K. To bring this card program to fruition, the HTA partnered with EML Payments to handle card production, funds management and reporting. MBL Solutions Limited takes care of program sales and promotion by making the card available to corporate distributors and incentive companies.

Many U.K. companies with a large number of employees will offer discounted products and services to the captive audience of their staff as a benefit of working for the company. Others will incentivise employees based on performance, so a reloadable gift card to a particular shop or store, such as a garden centre, has unique appeal.

“Gardening is the U.K.’s most popular outdoor activity with more than 25 million people involved, and around a third of all U.K. adults garden at least once a week on average. This makes the National Gift Card perfect for staff rewards, member benefits, and sales promotion programmes because it’s so appealing to everyone. And, being redeemable in around 2,000 garden centres means it can be used by business staff across the U.K.,” says Oliver Stephens, Managing Director of MBL Solutions. “Having a reloadable card is vital for most major B2B channels and allows the card to be used for voluntary benefit purposes.”

As a benefit of working for a participating company, employees can choose to buy the HTA gift card at a discount, and add funds on a regular basis to spend at a garden centre. Or, an employer can add value to the card as an employee reward. In addition to staff rewards platforms, the reloadable HTA card will also be made available to relevant membership groups, sales and incentive agencies, hobby clubs, garden subscription magazines.

The HTA reloadable card program for the corporate market launched in September of 2017. To learn more about our reloadable card program capabilities in the U.K. and Europe, please contact us.