February 27, 2004

By: James Sparks
Website: http://www.1st-in-steaks.com

Ernex Marketing Technologies launches electronic gift certificate program

Steak-lovers and football fans can now purchase collectible electronic gift cards at Shula's Steak Houses, one of the top five steak houses in America. On October 1, 2000, Ernex Marketing Technologies Inc. ("Ernex") launched Shula's E-Gift program for its 17 nationwide locations using Ernex's proprietary GT-100 point-of-sale terminals, effectively replacing Shula's existing paper-based gift certificates.

Shula's E-Gift cards are credit-card sized magnetic swipe cards that will be offered in twenty-five dollar increments (from $25 - $500), customized for the guest at the time of purchase. Since ERNEX operates on a real-time system, Shula's can get the most current figures for gift certificate sales, redemptions, and outstanding balances from Ernex's web-based reporting system. Security and fraud prevention are also key advantages for Shula's new program. When a guest purchases an E-Gift card, the card requires an activation procedure through the secure ERNEX System and the card number is verified. As cards are not usable without this mandatory activation procedure, Shula's has the peace of mind to openly merchandise these attractive gift cards to their guests.

Shula's Steak House, Shula's Steak 2, and Shula's on the Beach will enable guests to use their E-Gift cards at any location and always be notified of the remaining balance on their receipts. Shula's will also be using Ernex's IVR (interactive voice response) system for guests to check their remaining card balance at any time through a simple 1-800 number.

"Ernex's real-time technology has simplified the management of the Don Shula Gift Card program. Now we can focus on selling our gift cards, and continue promoting our legendary football-themed steak houses," says Nicole Barthet, Executive Director, Shula's Steak Houses.

"What Ernex brings to the table is the additional real-time electronic marketing capabilities that simply operate on the same point-of-sale and gift card. Shula's can easily implement Swipe 'N Win sweepstakes, or Custom Messaging to announce special events or even new menu items - communicated directly on the guest's receipt. The same point-of-sale terminal can also run Ernex's Real-Time Points loyalty program at a later date," says Kent Ulrich, VP of Sales and Marketing, Ernex Marketing Technologies Inc.

About The Author:

James Sparks is a successful author and regular contributor to http://www.1st-in-steaks.com.  Great tips on buying top quality meats, steaks and seafood from the finest ranchers and butchers.