6 Secrets to Gift Card Success

Approach No. 4: Cost-Centric Program Structure
When a company is very sensitive to the cost of a gift card program, the finance or accounting department is usually given ownership. In this case, the program is managed as a commodity rather than as a strategic asset. This type of program can be successful but often doesn't reach its full potential. For example, a brand's gift cards may have less success positioned as impulse purchases with less appealing design and placement at gift card malls.