Case Study: Digital Gift Cards Produce Increased Sales for Home Depot

"When we first rolled e-gift cards out, we were able to extend our holiday season as we led up to Christmas," Allen recalls. "Before we could never sell gift cards on Christmas Day; now we can, for example."

In addition to being available for purchase in multiple channels (with the ability to purchase via mobile device coming later this year), Home Depot's e-gift cards can be redeemed online and in-store. The retailer promotes its e-gift cards in all channels as well — e.g., via gift card landing pages, on in-store signage and in print circulars.