In a special holiday edition I focus on why Gift cards are interesting. They are central to many retailers’ strategies and yet economic theory often seems premised on the idea that they shouldn’t exist. Why Give Gift Cards? The argument against them is that a gift card is a bit like cash, just worse. Closed loop cards, those…
Category: Gift Cards
Consumer Value And Breakage
You may well be ending the festive season with some gift cards. Some cards you might never imagine yourself using. Even well targeted gift cards can sometimes not be fully used. A balance might remain after the recipient buys what they want, or the card might get lost. To a retailer one of the potential…
