CASE STUDY: Customized Gift Cards Prove to Be a 
Worthy Sales Incentive for FM Group USA

"Typically, retailers are looking to incentivize some sort of customer activity, whether it's purchasing a particular product or returning to their stores a certain amount of times," says David Jones, CEO of Incentive CardLab. In FM Group USA's case, that activity is a little different in that it rewards independent sales reps' behavior. Jones estimates that 5 percent to 10 percent of Incentive CardLab's business comes from companies like FM Group USA.