The Short Version Strong gift card sales don't necessarily mean a healthy program. A healthy gift card program delivers measurable, incremental value to the business, keeps pace with changes in fraud, technology, and customer expectations, and makes full use of the stored value infrastructure the brand has already built. Jenny DeTerra, VP of Merchant [...]

The Short Version Gift card sales data only tells part of the story, especially when brands sell through multiple third-party retail and B2B distribution partners. To understand what's really happening, brands need to consolidate and normalize their data, identify what's driving changes in performance, and measure the return on their distribution and marketing investments. [...]