Brigita Švigelj, BTC City Ljubljana:
 THE INTRODUCTION OF GIFT CARDS HAS BROUGHT NUMEROUS BENEFITS

Our guest today is Brigita Švigelj, the leader of digital marketing projects at BTC City Ljubljana, one of the most innovative shopping centers in Europe. In fact, BTC City, our business partner in the area of gift cards, is much more than just a shopping center—it’s a place where retail, entertainment, and sustainable solutions come together, powered by modern digital innovations.

Customer relations are very important nowadays, especially with a holistic market approach. How does your company view its customers?
At BTC, we see the visitors to BTC City centers as key stakeholders in the success of our business partners and, consequently, the success of our company. That’s why their satisfaction is very important to us. We strive for a holistic approach, focusing on understanding the needs and desires of our visitors. This allows us to tailor our offerings and further enhance the user experience.

As you operate across multiple locations, you also utilize digital solutions to build customer relationships. Could you tell us more about your approach to gift cards and why you decided to implement such solutions?
Our website and social media platforms serve as key channels for sharing information about special offers and new features. We also focus on BTC City gift and e-gift cards, offering easy and convenient purchasing options with flexibility in choosing a gift. The introduction of BTC City gift cards has proven to be an excellent strategy, boosting sales and increasing satisfaction for both customers and our business partners across all three BTC City centers.

In the past, paper gift vouchers were common. What advantages do digital gift cards bring to the table?
BTC City gift and e-gift cards offer several advantages over traditional vouchers. In addition to various designs, they allow for customizable values. Customers can load an amount between €10 and €250 onto a single card and spend it gradually at different vendors, with spending tracked online. Our gift cards are valid for five years.
With e-gift cards, there’s the added benefit of instant delivery. After payment in the BTC City Shop online store, the customer receives the card immediately via email or can send it directly to the recipient’s email address, including a personal message. E-gift cards can also be conveniently stored in mobile wallets like Apple Pay or Google Pay, ensuring they’re always on hand. Compared to old gift vouchers, e-gift cards provide improved sales tracking, analytics, and better alignment with sales goals—not to mention their ecological benefits.

Today, many businesses are considering digitalizing their operations, but the fear of change (new processes, employee training, software implementation, etc.) can be overwhelming. What advice would you give to entrepreneurs facing this challenge?
For entrepreneurs considering digitalization, I recommend taking gradual steps. Focus on educating employees and maintaining open communication with them. This will help them recognize the added value of new solutions. Start with smaller projects and expand digital solutions gradually, which can help ease the fear of change.

Digitalization enables the use of a wide range of solutions. Is your company considering additional innovations for your customers in the future, perhaps upgrading your loyalty program?
At BTC, we are constantly exploring new solutions for our visitors. Enhancing our loyalty program is one potential priority, as we believe it could further reward visitor loyalty and improve their overall experience at BTC City centers.