What was once an idea, namely the establishment of an overarching means of payment at SES centers in Austria in lieu of individual center gift certificates via the “Zehner” in 2011, has become a success story and is celebrating its 10th anniversary this year. Its name says it all: “Zehner” gift certificates are available in denominations of 10 euros, and some 28 million have been purchased since their introduction. SES attributes much of the success to the fact that the gift certificate can now be redeemed nationwide at 13 SES shopping centers across Austria. Approximately 60 percent of all “Zehner” gift certificates are purchased by companies for their employees. EUROPARK Salzburg, ATRIO Villach, VARENA Vöcklabruck, WEBERZEILE Ried, and MURPARK Graz are the leading centers in terms of the number of “Zehner” gift certificates sold. To coincide with its anniversary, the “Zehner” has been redesigned in the format of a 50-euro bill and comes with a snazzy envelope. New packaging stands have also been set up inside the centers, providing customers with creative ideas on how to package their own gift certificates. More than 50 percent of all “Zehner” gift certificates are sold in the six weeks leading up to Christmas.

The success surrounding the sale of shopping center gift certificates, which has been consistent for a number of years, prompted SES Spar European Shopping Centers to introduce a new gift certificate in 2011 that consolidates all such offerings. It is the first gift certificate in the country to be redeemable across all centers. The “Zehner” gift certificate, as the “currency” is called, replaced the regional center gift certificates that were available at the time, which were only valid at one location.

Competitive Edge via Nationwide Redemption Appeals to Companies
SES attributes the successful development of its gift certificate sales not least to its Austria-wide redemption option, which no other shopping center operator can offer in quite the same way, from Vorarlberg to Vienna. The “Zehner” gift certificate is now available at 13 SES centers as well as at www.derzehner.at, and it can be redeemed at any of the more than 1,000 stores, restaurants, and service outlets in operation at SES Centers throughout Austria. As a result, it has also become an attractive and convenient gift for Austria-based companies, which give “Zehner” gift certificates to their employees on various occasions, such as company anniversaries or at Christmas. In addition, corporate customers benefit from the tax deductibility of the gift certificate, which has recently been increased to 365 euros per year as a result of COVID-19.

Fantastic Market Entry in 2011 and Growing Sales from the Outset
On 3 October 2011, SES launched the nationwide “Zehner” gift certificate for the 10 SES shopping centers that it operated across Austria at the time. The one millionth “Zehner” was sold at VARENA Vöcklabruck a mere 11 weeks after the sales launch.
In the first full year following the rollout of the “Zehner” (2012), SES recorded an increase of +7 percent in gift certificate sales. The number of shopping centers at which the “Zehner” gift certificate can be redeemed has now grown to 13: WEBERZEILE Ried (Upper Austria) was added to the “Zehner” map in 2015, HUMA ELEVEN Vienna followed in 2016, and CITYPARK Graz was added in 2021. In Ried, a special gift certificate cooperation has been put into practice: Not only is the “Rieder Schwanthaler Zehner” redeemable at WEBERZEILE, but it can also be redeemed at stores located in the city center.

Sales figures have steadily risen over the last 10 years. Christmas is regarded as the peak shopping season: 50 percent of the annual sales of “Zehner” gift certificates are generated during the six weeks leading up to Christmas Day.

Gift Certificates Available Online or at Visitor Service Points within Centers
The majority of “Zehner” gift certificates are still sold at the visitor service points located inside the centers.
Since 2017, the “Zehner” has also been available via its own online store at www.derzehner.at. The highest growth rates were generated in that area in 2020. Online orders can either be sent as “Zehner” gift certificates by mail within Austria or can be sent via email as print@home gift certificates to be exchanged at the respective visitor service desk.

The Top 5 “Zehner” Sales Ranking for 2020
In the ranking of SES centers, EUROPARK Salzburg is the top performer in “Zehner” gift certificate sales, followed by ATRIO in Villach and VARENA in Vöcklabruck. The Top 5 list also includes WEBERZEILE Ried and MURPARK Graz.

High-quality Paper-based Gift Certificate Still More Popular than Plastic Card
“The key factor driving the tremendous success of the “Zehner” gift certificate is, without a doubt, the benefit to the customer, which always comes first,” emphasizes SES COO Christoph Andexlinger. “Gift certificates have always been popular. We are always on the lookout for digital options, but we expect the paper-based “Zehner” gift certificate to be around for a long time to come.”

The advantages offered by the paper-based gift certificate have been verified by a number of surveys: It is perceived as more valuable than a plastic card, and buyers are always aware of the exact amount that they are carrying in their wallets. The fact that any amount can be purchased at one time and then given away in individual denominations is particularly appreciated. Suitable packaging is also available for every occasion.

December 2021 Sales Trend – “Zehner” Gift Certificate Sales Pick Up Rapidly
Despite the fourth lockdown, the “Zehner” gift certificate can still be purchased at the visitor service desks of all SES centers and online at www.derzehner.at. Once again, there is an upward trend this year, and SES expects good sales figures.

Some Basic Facts and Figures
“Zehner” gift certificates that are purchased before Christmas are, for the most part, redeemed by the recipients during the Christmas holiday period or shortly thereafter. A 2020 study conducted by Market-Institut on behalf of SES shows that the older people are, the more likely they are to give gift certificates. Roughly 80 percent of “Zehner” gift certificates are redeemed within nine months on average.

New Design – 50-euro Bill Format
The new anniversary edition features a slightly smaller format that is the size of a 50-euro bill. The green, paper-based gift certificate has been counterfeit-proof from the outset thanks to several security elements, such as a tilt effect and silver foil printing.

Slovenian SES Centers Also Carry the Zehner: “Desetak”
One year following its introduction in Austria, the idea of cross-center gift certificates was also rolled out in Slovenia to the then four centers managed by SES – under the name “Desetak”, which means “Zehner” in Slovenian. Since 2017, it has also been available online at www.desetak.si, and in 2020, the newly opened ALEJA shopping center was added as yet another redemption location.