6 Secrets to Gift Card Success

Approach No. 3: Customer-Centric Program Structure
Also commonly used in the national and international market space, this management structure is run by the marketing department and focuses on customers. The GCPO is typically a director or vice president who reports directly to the lead marketing executive, but who also has a "dotted line" relationship to the finance, IT and product business units. Marketing must consider the interests of these other groups because the gift card program's costs and operations will impact them.