Enhancing Gift Cards Value Proposition (Blockchain For Gift Cards – Part II)

Last week, I published a blog post titled “Blockchain Boosting Customer Loyalty Programmes”. In continuation of views on Blockchain relevance, highlighting the following 4 aspects of gift cards industry that encompasses open & closed loop cards, new age innovative cards such as gift cards for stock, lottery retail gift card, donation gift cards etc.

1. Transaction fees

2. Seamless redemption

3. Consumer wallet spends

4. Fraudulence

5. Transaction fees: Gift cards market in the USA alone is estimated >$170 billion and growing at ~20% CAGR internationally across channels of stores, web, mobile, incentives, employee engagement etc. As per GiftCardsdotcom, processing fees on various types of gift cards range from 1.4% to 3.94% and lower the value of card higher the fees even touching double digits. This as a result of cumulative effect of various stakeholders in the value chain including the issuer, distributor, reseller, buyer, & receiver. Can we bring them on DLT to checkout fees?

6. Seamless redemption: Gift card industry is set up to hide identities of unspent balances on gift cards called “breakage”, which accounts to ~20% total spend i.e. $34 billion. Combining gifts, rewards, loyalty and coupon credits in one place/platform, making them available for immediate use can be one solution to this. Such platform as well can enable auctioning, trading, regifting and donating to charity features creating value for unwanted cards that expire. Can blockchain technology be leveraged for generating net new revenues from seamless card redemption?

7. Consumer wallet spends: Lack of single source of truth and shopping data has been limiting the scope of consumer wallet spend expansion. Overspend dynamic is really an upside, and analysis shows that when consumers shop using gift cards they spend an average of 30% to 40% more than the face value of the card credit. How about combining AI+Blockchain+Cryptocurrency (ABC) to increase the effectiveness of advertising by retailers to increase consumer wallet spend?

8. Fraudulence: “Return fraud – thieves simply walk into Walmart, Target, Home Depot, Lowe’s or another big-name retailer, steal an item, return it at a different store without a receipt and receive a gift card in return, which they can then turn around and sell to a pawn shop or secondary store for a lower price” (dangerous than cyber fund) is a new form of fraud in Gift Cards environment. Retail return losses total of $9 to $15 billion per year, 2017 survey by the National Retail Federation. >50% of companies reported fraudulent gift cards or store credit in one or more locations. How about applying blockchain technology enabling people who don’t trust one another share valuable gift card data in a secure, tamperproof way making it extremely difficult for attackers to manipulate?

Blockchain technology precisely addresses these factors and fuels the growth of gift cards industry leapfrogging customer loyalty experience and enhancing gift cards value proposition.