License to Spend: Going Beyond Breakage and Getting the Maximum Benefits from Gift Cards


Retailer thinking about the gift card business model is broken. Nearly every large retailer in the United States sells gift cards with the thought that, one way or another, the card will be spent, and they will eventually collect the money associated with those cards. But they view that money associated with the cards primarily as an accounting liability, rather than as seeds for future sales.

Author: Ben Jackson
Published on: October 4, 2010



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