Gift card

A new tradition for waiting list registration

Boligselskabet Sjælland is Denmark's fourth largest non-profit housing association, serving over 12,500 homes in Zealand - primarily in Roskilde. For over a hundred years, the association has been responsible for managing, administering, and renting out homes at a reasonable rent in safe surroundings.

As a non-profit company, Boligselskabet Sjælland is owned and funded by all its residents, who are offered rental homes based on a waiting list system. In Denmark in the 1980s, one could be put on the waiting list as soon as one was born, but today, you must be 15 years old. Therefore there is a high demand for good housing, and more and more people want to secure their future.


This is a wish that Boligselskabet Sjælland would like to fulfill.


However, trends show that it is not the 15-year-olds themselves who ensure that they are registered on a waiting list for a home. At this age, there are more enjoyable things to spend their money on, and therefore, another target group needs to be addressed.

It is the parents, grandparents, and generally the families of these young people who need to be encouraged to register the young people on a waiting list from the age of 15 - and a new tradition in gift-giving can thus be created.


So why not give a gift certificate for registration?

We have got a really nice solution, which so far has yielded the expected results - and this is despite the fact that we have not yet put a lot of effort into the actual marketing. The cooperation with MCB has been seamless, because we always have been in direct dialogue with the Shopify developer, Thomas. Therefore, we now offer our customers a simple solution that we can also be proud of and that we have high hopes for in the future.

Cecilie Larsen, Communication consultant at Boligselskabet Sjælland

A clear product page that rethinks the waiting list system

In collaboration with MCB, Boligselskabet Sjælland has set up a small webshop on Shopify isolated from other used systems. On this page, there is one product, which comes in 3 different variants (1 year, 3 years, 5 years). The product is a gift card that ensures a spot on the popular waiting list for a future rental property, and it can be chosen for as many years as one desires.

This is a new way of thinking about the entire business around the waiting list system.

This means that as a customer, one has the opportunity to buy a gift card for oneself or someone else, ensuring a secure future - a gift given with great care.


The gift card is purchased on the website,, via a clear product page and is paid for with either MobilePay or card. The process is user-friendly and much faster than other similar solutions on the market. Once the payment is completed, the gift card is sent as a PDF to the specified email, where it can be printed out, wrapped, and given as a gift.


If the gift card is purchased before the recipient turns 15, it will not be activated. The selected registration period will only be activated from the date the recipient of the gift card turns 15.


In addition, automation has been set up through Arigato, which internally informs Boligselskabet Sjælland about registrations, refunds, order numbers, etc.


Everything has been set up in close collaboration between MCB and Boligselskabet Sjælland. The process has been manageable, and all requests for changes have been addressed. The design has emerged through good dialogue, and Boligselskabet Sjælland has always been quick to test possible solutions and provide subsequent feedback, ensuring the best result with the small Shopify shop.

The best result is a secure future

The solution is still new to Boligselskabet Sjælland, and therefore needs to be launched with various marketing initiatives.

However, there are already positive results to take note of.


More people have chosen to purchase a gift card for a young person, and particularly during seasonal periods, there have been larger fluctuations. This applies to Christmas, graduation periods, and confirmations. And even though the primary focus has been on early registration at a young age, Boligselskabet has also experienced that other target groups have taken up the initiative.


Several have bought gift cards for themselves as well as for other family members. For instance, it could be for parents who need to be secured a smaller home in the future.


Furthermore, it is also worth mentioning that several "customers" have given positive feedback, which is why Boligselskabet Sjælland is generally satisfied with the current project. This should also be seen in light of the fact that it was not previously possible to register for several years at a time. The only option was to register for 1 year and subsequently renew this registration.

In addition, there was a lot of manual work associated with this, which is why the new solution has saved Boligselskabet Sjælland many working hours.


However, the current period should be seen as a pilot project, and what the future holds is still uncertain - the hope is that it will be a resounding success, and the solution can be further developed.

Currently, some processes are still manual, as it has been possible to set up the solution within a manageable price range. But if the success continues, further development of the backend, which ensures more automatic processes, may be the future.

Rasmus Høegh Refstrup
Customer Manager

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