LOS ANGELES, June 13, 2012 /PRNewswire/ -- Awareness for the Small Business Saturday initiative led by American Express exceeds 60% of U.S. consumers; however, for the effects to extend beyond the day after "Black Friday", independent retailers must re-think their point-of-sale positioning on two fronts.
According to CardsCashRewards.com founder Jeffery Lakes, the effects of Small Business Saturday efforts will explode once small business operators properly position their point-of-sale interfaces with consumers and become full participants in a marketplace increasingly driven by card (and mobile) based technology. This includes issuing and redeeming gift cards as well as the acceptance of all major credit cards, most notably American Express. Too many merchants shun American Express because of typically higher fees than MasterCard and Visa; however, instead of viewing card acceptance as an expense, considering it a customer referral resource better positions small business operators to capitalize on higher per ticket spending by American Express members than those of other major credit card associations. Research also indicates that retailers issuing gift cards produce higher cash-flows as well as enjoy greater customer acquisition and retention ratios than those outside the gift card arena. Gift cards are also excellent tools enabling small businesses to keep revenues in the store as well as for partnering with local retailers and enhancing supplier relationships.
Upon its launch, CardsCashRewards.com assumed operations of The Ultimate GiftCard Network from Lakes Communications Services. As the leading gift card advocate for small business and also a senior account executive with Total Merchant Services, Jeffery Lakes facilitates two dynamic programs for ramping merchants up to win with gift cards. The network's first option provides retailers with free program setups complete with 50 full-color cards that redeem exclusively at the retail partner's storefront, whereas the second option conveys membership in a local or national network that refers customers to its member merchants. Each option also provides world-class sales and marketing support as well as enables participants to reduce MasterCard and Visa processing fees as low as 1.09% while also bidding farewell to long-term contracts with service providers. Even more, program participants will also receive a $25 American Express Gift Card simply for participating in a comprehensive evaluation made available free of charge to U.S.-based small businesses currently accepting credit cards.
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SOURCE CardsCashRewards.com, Inc.