Why I Joined eGifter—and Why Retailers Should Pay Attention

For over a decade, I used the nickname “Gift Card Girlfriend” while helping consumers navigate the world of gift cards—finding the best options, avoiding pitfalls, and making gift cards more personal. I wrote hundreds of articles and appeared in numerous media interviews and shows on how to maximize gift cards and turn them into thoughtful gifts.

But behind every great gift card experience is a retailer or commerce platform making it all happen. And that’s why I’m excited to join eGifter—a company that’s helping retailers deliver better gift card experiences that benefit both their businesses and their customers.

Retailers, let’s talk.

You already know gift cards are a powerful revenue driver. You’ve likely seen their potential to boost customer loyalty, increase brand engagement, and provide alternative payment options. But I also know that running a gift card program comes with challenges—ensuring a seamless purchase experience, managing fraud risks, and maintaining brand consistency.

That’s what drew me to eGifter. They understand these challenges and have built a platform that empowers retailers with the tools and flexibility to create a gift card program that works for their brand and customers.

Below are some examples of why I believe in this platform and how it can help retailers build stronger connections with their shoppers through better gift card experiences.

The Missing Piece in Retail Gift Card Programs

Many brands think of gift cards as just another product they sell. But a well-executed gift card program is so much more—a revenue generator, a customer acquisition tool, a retention strategy, and even a fraud prevention mechanism. I know this because I’ve reviewed hundreds of gift card experiences over the years, from small local gift cards to bank-issued Mastercard and Visa gift cards that can be used almost anywhere—and everything in between.

And here’s what I’ve noticed.

Brands too often struggle with:

• Limited control over customer experience – Third-party platforms dictate terms and branding
• Scalability issues – Expanding a program can be difficult without the right infrastructure
• Fraud risks – Without robust security tools, digital gift cards can become a liability
• Lack of customization – A one-size-fits-all approach doesn’t serve unique brand goals

Retailers and commerce platforms deserve a gift card program designed for growth, one that enhances—not competes with—their existing customer experience.

Sometimes, the challenge isn’t vision—it’s resources. Not every brand has the tech capabilities to build a best-in-class gift card program. I’ve seen brands start with an in-house solution that simply sells gift cards like any other product, then transition to something far more integrated in a single season. The difference? Features that make gifting feel seamless—like selling a gift card alongside other products in the same transaction. (eGifter calls that an integrated shopping cart. I call it a better customer experience.)

I also love gift card product suggestions—a small but powerful feature that enhances the recipient experience. You may have seen this in action if you’ve ever sent a DSW gift card. eGifter’s B2C Product Suggestions feature lets the purchaser recommend an item by including a URL to a product. Instead of the gifting experience ending when the recipient opens their gift card, they’re encouraged to engage with the brand, driving them back to the retailer’s site.

I call that brilliant.

As a consumer, I imagine sending a gift card to all the bridesmaids so they can buy matching shoes for the wedding—contributing to the cost while ensuring everyone gets the size and delivery option that works for them. Or maybe I’d add a little humor—sending a clothing store gift card to a friend with a link to a funny-themed t-shirt she’d never buy for herself but would appreciate as an inside joke between us. On a more practical note, I might send a hardware store gift card to my brother, who’s been talking about fixing up his backyard, along with a link to a DIY fire pit kit—giving him a head start while still letting him choose the materials that work best for his space.

There are so many creative ways to use this simple feature to strengthen the connection between the giver and the recipient—while keeping the retailer at the center of the experience.

Gift Card Innovation That Stood Out to Me

Before joining eGifter, I tested hundreds of gift card programs. eGifter’s platform stood out because it’s not just functional—it’s built to create better gift card experiences.

Back in the day, when I conducted my annual review of the best eGift cards from nationwide retailers, I could identify the provider the moment I clicked on “buy eGift card.” Some experiences felt like purchasing any other product on the site, while others created a more thoughtful, gift-like experience. And then there were those that sent me down a confusing, single-thread rabbit hole, leaving me uncertain about the process. Some retailers provided a broad selection of gift card designs with various styles and messages—even options in Spanish—while others offered just one, making the experience feel impersonal and limiting.

Even then, I consistently gave high marks to retailers using the eGifter platform because their interface struck the right balance between personalization and ease of use. As a gift-giving consumer, I want to get a sense of what I’m sending—whether to my mom, brother, or friend. I want to feel confident that when they receive the gift card, it will feel like an actual gift—not just a transaction.

That’s exactly how the eGifter Gift Card Storefront feels to me.

Some of My Favorite Consumer Gift Card Features

When I explored eGifter’s platform, I didn’t just look at the consumer experience—I went deeper into their corporate gift cards and rewards solutions. This is just a taste of what I found.

Helping Retailers Sell More Gift Cards

For merchants and retailers looking to sell their own branded gift cards, eGifter provides first-party solutions that maintain brand control and enhance customer engagement. Features like white-label gift card storefronts, integrated shopping carts, fraud indemnification, and B2C Product Suggestions help retailers create seamless, revenue-generating programs that keep customers within their ecosystem.

“eGifter is the Porsche of the gift card industry—delivering speed, efficiency, and a premium experience at every touchpoint.” ~Cindy Rea

 

Powering Corporate Rewards and Incentives

For businesses using gift cards for employee rewards, customer incentives, and bulk gifting, eGifter offers flexible corporate solutions. The RewardsExpress.com platform enables quick and easy bulk gift card purchases, while eGifter Rewards™ provides a comprehensive, enterprise-level solution for managing large-scale reward programs. With a global reward catalog, custom branding options, app integrations, and flexible payment methods, businesses can streamline operations while ensuring security and efficiency.

And because eGifter has an in-house development team, they don’t just offer off-the-shelf solutions—they continuously refine and expand their platform to meet clients’ evolving business needs.

As Cindy Rea, Senior Sales Director of Merchant Solutions, shared with me in one of our first meetings, “eGifter is the Porsche of the gift card industry—delivering speed, efficiency, and a premium experience at every touchpoint. Once businesses implement eGifter for one aspect of their gift card program, they quickly see the value and expand their use, leveraging the full suite of products and services to optimize and grow their programs.”

Looking Ahead for Shelley and eGifter

In the coming days, weeks, and years, as I work with eGifter, I’ll share more about how we’re collaborating to ensure consumers have a genuinely engaging and seamless gift card experience and highlight the features that set eGifter apart.

For those new to the full suite of products, here’s a breakdown:

• Merchant Gift Card Programs: Retailers like DSW, American Eagle, and Abercrombie & Fitch use eGifter’s platform to sell branded gift cards directly to customers.
• Corporate Rewards and Incentives: eGifter’s rewards solutions power corporate incentive programs for businesses of all sizes, from enterprise clients to small businesses. This includes Rewards Express™, a self-serve platform for quick and easy bulk purchases, and eGifter Rewards™, a more advanced solution for enterprise-level rewards, employee incentives, and customer engagement programs.
• Consumer Gift Card Marketplace: A direct-to-consumer website and mobile app offer a wide selection of top-brand gift cards—with some pretty exciting gift card deals.

I hope you’ll continue to reach out and share your comments, questions, and feedback. I may no longer be called “The Gift Card Girlfriend,” but I’m still your friend in gifting—eager to help consumers and businesses create better, safer, and more meaningful gift card experiences.