Elevating Giftify’s Digital Presence to Reflect Its Enterprise Customer Base

The Background

Giftify is transforming how shopping centres approach gift card programmes, positioning them as strategic marketing assets rather than commodities. Unlike competitors who serve multiple retail channels, Giftify focuses exclusively on shopping centres, bringing specialized expertise to drive consumer behaviour, amplify marketing efforts, and build lasting customer loyalty.

While the company has long served enterprise-level customers, its branding and website felt more “startup-ish,” creating a disconnect between how the business operated and how it was perceived. As the company continued working with some of the world’s largest shopping centre groups, its digital presence needed to better reflect the scale and sophistication of its customer base.

The website serves as a critical educational platform in a market where most providers view gift card programmes as transactional products, making it essential for communicating Giftify’s differentiated, strategic approach.

Beyond B2B audiences (foundational users seeking operational simplicity and strategic users looking to maximize marketing ROI), the site also needed to accommodate significant consumer traffic without diluting the core business messaging.

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The Challenge

Giftify's previous single-page website with startup-style branding had become out of sync with the company’s reality,  as it didn't reflect the sophisticated, enterprise-level discussions they were having or the caliber of clients they served.

The old website suffered from multiple issues: a single-page format couldn't communicate Giftify's full offering, a buried contact form with minimal CTAs hurt conversion, and there was no clear journey to separate consumer visitors from B2B prospects. Analytics showed visitors bouncing quickly with minimal engagement, and there was nowhere to publish thought leadership content or showcase strategic use cases.

With significant investment in brand positioning, content marketing, and a HubSpot migration underway, the website had become a key blocker to scaling marketing operations. While the business continued to grow and strengthen its market position, the outdated site limited its ability to fully establish credibility as the global specialist in shopping centre gift cards.

Revamping the website therefore became a cornerstone of Giftify’s marketing strategy moving forward, enabling the team to align brand perception with enterprise reality and unlock the next phase of growth.

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The Solution

1. Giftify evaluated five agencies, ultimately choosing Flow Ninja for their deep understanding of the business challenges and collaborative approach.
2. "During the sales process, Flow Ninja stood out for their responsiveness and how carefully they tailored their messaging," the Giftify team noted. "Other pitches felt generic and shallow by comparison."
3. Flow Ninja guided the team through a full redesign process, starting with structured workshops to define dual audience journeys, content hierarchy, and brand evolution. During discovery, Flow Ninja contributed concepts that actively shaped Giftify's positioning framework.
4. The most intensive phase was art direction. Giftify was in the process of building a new visual identity, but it wasn’t yet fully formed or refined. Flow Ninja brought in senior designers to iterate until they captured Giftify's essence perfectly. The resulting design system became more than just a website representation. It informed designs across trade show stands, social media, and sales collateral.
5. Flow Ninja delivered a comprehensive content architecture including product pages, use case pages highlighting specific value propositions, a resources section for thought leadership, and custom landing page templates with HubSpot integration. The site featured native Webflow localization (replacing third-party tools), dual audience management with clear B2B and consumer journeys, and optimized conversion paths.
6. After launch, Flow Ninja went beyond the contracted scope, rebuilding animations to ensure higher performance, at no additional cost.

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The Result

1. The new website completely changed how Giftify is perceived, both externally and within the company. "It's something the whole company is proud of," the team shared. "It helps lay the foundation for our work positioning Giftify as the global leader in shopping centre gift cards."
2. Year-over-year comparison for December (peak month) showed remarkable gains: average engagement time per user up 67%, page views per active user up 33%, and engaged sessions per active user up 50%. Visitors are spending significantly more time exploring more pages, which is clear evidence that the new structure successfully captures and maintains interest.
3. The dual-audience architecture delivered measurable business impact with increased leads through sales forms and decreased consumer support inquiries. The commercial team now confidently shares the website during prospect conversations, and the site has become an asset that reinforces their enterprise positioning.
4. With proper infrastructure in place, Giftify launched ambitious content initiatives previously impossible, including a Europe-wide survey of 7,500+ consumers across 9 markets - original research never conducted before in the industry. The optimized site structure is already seeing heavy pickup by large language models with expected significant uplift in organic traffic.
5. Publishing content is now streamlined, with the team able to update pages without development dependencies and manage multi-language content with native Webflow functionality. Leadership and external stakeholders praised the redesign as a major milestone, acknowledging that the website finally reflects the company's scale, innovation, and global presence.

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The Achievement

• A redesigned website that acts as a strategic educational platform for two distinct B2B audiences and consumer visitors
• 67% increase in average engagement time per user (year-over-year)
• 33% increase in pages/screens per active user (year-over-year)
• 2.9x growth in monthly visitors from September launch through December
• Design system that extended beyond the website to inform all brand touchpoints, including mobile products
• Scalable Webflow CMS enabling content team autonomy and native multi-language support
• Foundation for ambitious thought leadership initiatives positioning Giftify as the global industry specialist