Omni Giftcard for the UK

SEPT 2024 Updated :

EMEA Hygiene iniative : Missing customer experience on giftcards [see Market Opportunity and Customer Expectations in research paper attached]. EMEA Ecom does not have giftcard proposition for our customers.

Scope : introduce omni giftcards in the UK [pay, redeem online and instore] and introduce ecom only giftcards in the EU [due to entity blocker] Virtual giftcard only [no physical card or despatch required]

Using internal Deckers data [EMEA retail stores sales, NA ecom sales] team estimate that this would drive incremental sales between $2-15M over four year period across UGG and HOKA brands. Additional benefit removes a manual process in CS for customers who want to redeem online, will estimate time saved.

Looking at trends we can see that HOKA is year round and UGG is seasonally driven [please reference trend graphs attached]

Due to Omni requirement in UK and current DOMS architecture builds we would like to keep GIVEX 3rd party provider.

Impacted teams : MPC, MC, DOMS, Oracle [maybe?] Finance for reconciliation [consulted and ready for discovery] and Ecom functional teams.