Getting Online with Digital Gift Cards

Gift cards — particularly in digital form — certainly aren’t waning in consumer popularity. The fact that retailers aren’t paying a commensurate amount of attention to the digital gift card experience is, in the words of Steve Rowen, managing partner at Retail Systems Research (RSR), “a real missed opportunity.”

Rowen is the co-author (along with RSR managing partner Nikki Baird) of the company’s digital gifting benchmark study, “Digital Gift Cards: A Key Indicator of Omni-Channel Alignment,” released earlier this month. The study evaluated how effectively — or not so effectively — 100 top retailers were utilizing gift cards, and came away with some key insights that could help merchants of any size improve their ability to take advantage of the massive opportunity.