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Dunelm introduces omnichannel gift cards

Image © Dunelm

Homewares retailer Dunelm will enable customers to buy gift cards online as well as in-store as it launches omnichannel gift cards, with the move being described as a “game-changer” for the business.

Thiago Palharini, senior product manager at Dunelm, took to LinkedIn to share the news. He said: “This huge project touched virtually every system in the company, and it took a massive team effort to pull off. Now, you can buy Dunelm gift cards online and in-store, which can be used both ways. Perfect for gifting to someone you love!”

The retailer has partnered with Stored Value Solutions (SVS) for the project.

Dunelm was recently ranked Leading in the RetailX UK Top500 2024 report. A company profile in the report looks at how the homeware giant prioritises customer experience.

Nick Wilkinson, Dunelm CEO, underlined the point in its latest full-year financial results statement. “We are excited about our future growth opportunity and more confident than ever that our commitment to value and tireless focus on improving the experience for our home-loving customers will leave us well-placed to deliver sustainable growth in the future,” he said.

That emphasis is reflected on Dunelm’s website, via a focus on product value and through discounts.

The Dunelm profile is one of eight in the report, it also features Amazon, Ikea, Next, Asda, Boden, Richer Sounds and Very, as well as a strategic overview of the UK retail sector and an exclusive interview with Sue Harries of Elite retailer Screwfix.

This tenth edition of the research measures performance according to how retailers, brands and marketplaces add value to their businesses through the Customer, Product, Operations and Capital Value Chains. The long-term changes that we’ve mapped include the shift towards buying online, which peaked during the Covid-19 pandemic and remains higher than before; the shift towards buying across channels; and the shift from a Top500 index dominated by retailers to one in which marketplaces and brands are ever-more important.

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