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The White Company
Creating a smoother online gift card experience by enabling customers to combine multiple balances through one self-service journey.
About The White Company
A beloved British lifestyle brand
The White Company is a much-loved British lifestyle brand known for beautifully crafted products and a timeless aesthetic. From luxury homeware and bed linen to clothing, fragrance and gifts, its commitment to quality, thoughtful design and exceptional service has built a loyal customer base across the UK, US and beyond.
- Challenge:
- Customers shopping online could only redeem one gift card per transaction, creating friction for anyone holding balances across multiple cards.
- Solution:
- Tillo created a self-service feature that allows customers to check their balances and combine multiple gift cards into one before checkout.
- Result:
- The new journey reduced pressure on customer service teams and supported more than 7,500 successful gift card balance mergers during 2023.
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The Solution
Multiple balances. One seamless checkout.
Tillo worked with The White Company to develop a self-service balance-merging feature for its eCommerce experience. Customers can check the value held on their gift cards and combine multiple balances into one card before completing an online purchase.
The solution removes the restriction of applying only one gift card at checkout while maintaining a simple, premium customer journey. Tillo provided the specialist gift card technology and expertise needed to introduce the functionality without placing additional demands on The White Company’s internal teams.
Bringing online and in-store redemption closer together
Customers holding multiple gift cards can now manage their balances independently rather than contacting a customer service centre for assistance. Once combined, the consolidated balance can be used through The White Company’s online checkout, making it easier to complete higher-value purchases or use smaller remaining balances.
The experience brings greater consistency between online and in-store shopping while reducing unnecessary service interactions. By removing a practical redemption barrier, The White Company can deliver the considered and intuitive experience its customers expect from the brand.
This solution allowed consumers to have a smoother customer journey and a reduction in contact for customer service centres as customers were able to check their own balances and merge gift cards in order to use more than one gift card per order. This also meant that The White Company could improve their customer journey without any internal resources required. Happy client and happy customers!
Katie Cannon
Chief Brand Partnerships Officer
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