Astri Group
How did Estonias leading shopping center network Astri Group transform its gift program from a passive banking tool into an advanced marketing ecosystem?
By transitioning from a traditional bank protocol model to the SmartGifty platform for gift card management. Moving to a closed-loop system enabled four shopping centers to deliver a unified customer experience, direct sales via self-service gift kiosks and online channels, integration with Apple Wallet and Google Wallet, and automated financial clearing alongside BI analytics.
From banking protocols to an innovative marketing tool
Business challenge
The main business challenge was migrating to a modern closed-loop system that operates uniformly across all four group centers. Replacing legacy cards presented a specific hurdle, as the original gift cards utilized magnetic stripes encoded with additional identifiers alongside the card number. By engineering a custom solution, we ensured the new system seamlessly reads the existing magnetic stripe data, enabling a fully automated and smooth card replacement process. The company required a flexible architecture supporting physical cards, e-cards, online purchasing, and balance checking for both B2C and B2B customers, as well as self-service kiosk sales. Concurrently, the project required deep technical integration with backend accounting and Business Intelligence (BI) systems, direct API connections to tenant POS systems, and a fast, simple, transparent clearing process for merchant settlements.
Rešitev: A flexible closed-loop ecosystem connected to BI analytics and automated financial settlement
To address the challenges faced by Astri Group, we deployed the comprehensive SmartGifty platform. We established a closed-loop gift card network that enables a single card to be used across all four shopping centers within the group.
The solution encompasses:
Omnichannel sales: Support for physical gift cards featuring custom design options, e-gift cards, online ordering, and balance inquiries for retail customers and corporate B2B clients.
Self-service kiosks: On-site gift kiosks allowing shoppers to choose between three card designs and load any custom amount.
Mobile wallets: Seamless integration with Apple Wallet and Google Wallet, enabling customers to store cards on smartphones and track real-time balances.
Deep system integrations: API connections to Astri Groups backend accounting and BI platforms, along with direct store level POS integration.
Transparent clearing and analytics: An administrative interface that facilitates merchant settlements with a single click, providing detailed daily reports on balances, top-ups, and transaction volumes.
Legacy card migration: Direct replacement of legacy gift cards within SmartGifty without security risks or fraud vulnerabilities.
For visitors to Astri Group centers, purchasing and using a gift card is straightforward, flexible, and modern. Customers can buy cards online or directly at self-service kiosks within the centers, selecting their preferred card design and loading any chosen value without entering personal data. The card or e-card can be added to Apple Wallet or Google Wallet, giving the holder immediate access to real-time balance updates on their mobile device. Shoppers enjoy total operational freedom: a card purchased at one Astri location can be used without restrictions across all four centers for retail purchases, dining, or cinema tickets.
Replacing the bank-managed model with SmartGifty gave Astri Group complete operational control over its gift program and float capital, alongside significant operational and marketing optimization:
- Marketing leverage: The gift card evolved from a passive payment instrument into an active marketing channel for customer loyalty initiatives, promotional campaigns, and cross-center visitor traffic.
- Automated accounting: Manual reconciliation and lengthy invoice matching with merchants were replaced by an automated workflow and one-click transparent clearing.
- Business Intelligence (BI): Integration into BI systems provides leadership with accurate real-time data regarding issued, loaded, and redeemed funds, as well as total outstanding balances.
- Capital retention: Funds remain directly on Astri Groups bank account throughout the card lifecycle.
- Group-wide usability: A single gift card is accepted across all four Astri Group locations, reinforcing brand equity and driving cross-property shopping.
- Modern digital experience: Apple and Google Wallet compatibility with real-time balance tracking, online purchasing, and self-service kiosks with customizable card artwork.
- One-click merchant clearing: Rapid, transparent financial settlements with retail partners executed in a single action.
- Advanced BI analytics and API integrations: Direct connectivity with backend analytics, accounting, and cashier systems for total operational clarity.
Result and long-term value
By implementing SmartGifty, Astri Group successfully transformed its gift card program from a rigid financial service into a modern, digital, growth-oriented marketing and financial ecosystem. The group reduced administrative overhead, improved merchant relations through rapid settlements, and delivered a personal gift experience to customers. Over the long term, this solution equips Astri Group with total flexibility for future developments, retains capital within its center network, and supports sustainable sales growth.
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