The Home Depot prides itself in being an innovative company that’s always at the forefront of new technologies. The brand’s use of digital gift cards speaks to that culture of innovation. Digital gift cards started appearing in the marketplace in late 2008. At that time The Home Depot offered only plastic gift cards, available for purchase in its stores and through third parties such as grocery stores and drug stores. The cards were also available to consumers through B-to-B partners such as American Express.
Realizing that e-commerce was a growth channel and digital gift cards were a better solution — they’re easier to transport and send vs. plastic gift cards — The Home Depot quickly acted on this opportunity.