Farm Boy Plans Gift Card

Farm Boy Inc., a Canadian specialty retailer of meat, bakery and deli products, retained Relizon to create and implement a gift card marketing program.

The deal aims to help Farm Boy acquire more customers and build repeat business through loyalty measures. Relizon, Dayton, OH, helped the retailer over the 2004 holidays, resulting in a 28 percent jump in gift card sales versus the paper certificates sold in the year-ago period.

Based in Boucherville, Quebec, Farm Boy sells produce, meat, bakery and deli products through seven locations in eastern Ontario.

Larger corporations, like Relizon client Hudson's Bay Co., typically prefer gift card programs for obvious reasons of convenience and safety.

Farm Boy previously ran an inhouse gift certificate program based on the paper format. Certificates were kept in a vault upstairs in the store. The cashier would have to ask the manager to retrieve one from the vault when required, thus backing up customer lines in the store.

Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting

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