Q&A with Ben Kaplan

More than six months into his new gig, CashStar’s CEO explains why the biggest potential for digital gift cards may lie in promotions, loyalty and customer service.

CashStar set out five years ago to shake up the traditional gift card model, introducing technology that would take retailer-branded gift cards digital and mobile. Beginning with CVS/pharmacy and Home Depot in 2009, CashStar now has more than 300 retailers—plus several in the U.K.—using its platform to deliver multichannel digital gift cards for the consumer and B2B incentive markets. 

In a revamp of its platform this year, CashStar now offers advanced marketing tools that the Portland, Maine-based company says will help it make its next big push.

Ben Kaplan, CashStar president and CEO, who joined the company last fall from Cartera Commerce, talked to Paybefore about how he envisions his company’s products evolving beyond gift cards to become potent retail incentives and promotional tools.