RSR Research’s Third Digital Gift Card Evaluation Reveals the Best in Class in eGift Cards Across Retail and Restaurant Verticals

Top Five Brands Are All Powered By the CashStar Digital Gifting Platform

Today, RSR Research unveiled the results of a benchmarking report entitled, “Digital Gift Cards: The Good, The Bad, And The Ugly.” This is the third time RSR has conducted a thorough evaluation of top retailers’ digital gifting experiences. Based on the evaluation criteria, the retailers with the highest overall scores, and therefore the most comprehensive digital gift card offerings, are: 

1. The Home Depot
2. Sephora
3. Starbucks
4. Dunkin’ Donuts
5. The Cheesecake Factory

The Home Depot has earned the #1 ranking by RSR all three years of the report. “We are proud to be named the best in digital gifting by RSR. We know innovation in the digital gift card arena is vital to providing our customers with the best experience, something we strive to do in every area of our business,” said Spencer Allen, senior director Gift Cards & CRM at The Home Depot.

RSR found that, as a whole, digital gifting experiences are improving. According to the report, retailers with the best rankings have recognized that digital gifting is different than traditional online product sales, and as a result have streamlined the checkout process to include fewer screens, offer rich personalization capabilities, have convenient card management on mobile devices, and have strong and responsive customer service departments.

As the digital gift card market evolves, RSR updates the evaluation criteria to focus on differentiating capabilities like mobile, social, and tablets, rather than the features that have become industry standards. The report evaluates digital gifting programs on 21 criteria across five categories: discoverability/awareness, desirability/conversion, recipient experience, social integration, and mobile. And for the first time, RSR took a more sector-based approach, evaluating the top retailers and restaurants across a number of verticals in which gift cards are highly relevant. Digital gift card purchases were conducted by RSR in July and August 2013.

“This year we really raised the bar in terms of the evaluation criteria, focusing on truly exceptional experiences. We commend The Home Depot and each of the category winners for continuing to outpace the competition when it comes to digital gifting,” commented Nikki Baird, managing partner at RSR Research.

“The gifting experience – whether it is a gift card or a traditional product purchase – is a retail brand’s opportunity to influence two parties – the buyer and the recipient. By providing an exceptional experience, a retailer can essentially create two brand enthusiasts when before there may have just been one,” said Steven Boal, CEO at CashStar. “We’re encouraged by RSR’s findings that digital gifting has become a priority for more retailers than in years past and would like to congratulate the CashStar clients that scored well in this year’s report.” 

To obtain a full copy of the report with the evaluation criteria, the scores achieved by 100 retailers and restaurants, how each ranked within their respective sectors, as well as RSR’s views on the good, the bad, and the ugly in digital gifting, please email

To see how your digital gifting experience stacks up against RSR’s criteria, stop by the CashStar booth (#215) at the Annual Summit for a free evaluation.

About RSR Research
Retail Systems Research (“RSR”) is the only research company run by retailers for the retail industry. RSR provides insight into business and technology challenges facing the extended retail industry, and thought leadership and advice on navigating these challenges for specific companies and the industry at large. RSR’s services include benchmark reports covering the state of retailer technology adoption for topics ranging from merchandising and supply chain, store operations and workforce management, to customer-facing and multi-channel technologies. Custom research reports provide more in-depth views into topics of industry interest, and advisory services help retailers and technology vendors make the most of the insights RSR provides. To learn more about RSR, visit

About CashStar, Inc.
CashStar is the leading provider of omnichannel digital gifting solutions for the world’s top brands. The CashStar platform enables retailers and restaurants to maximize sales, eliminate fraud risk, increase customer engagement, and drive adoption of mobile payments. More than 300 leading companies rely on CashStar to power the most innovative and advanced prepaid and digital gifting programs, including Best Buy, Brookstone, Coach, Crate & Barrel, Dell, Dunkin’ Donuts, Gap, lululemon, Petco, Pottery Barn, QVC, Sephora, Staples, Starbucks, The Cheesecake Factory, The Home Depot, and Williams-Sonoma. To learn more, please visit, follow @CashStar_Inc, or e-mail

Keri Bertolino
fama PR