strategy. “We have several thousand people
who look every day and place their orders for
specially priced items from normal rewards
The big incentive house also soft-launched
egift capabilities in November. “Even without
a big announcement, people found it and
started placing orders,” says Godar. “The first
one was for 30 different ecards.”
It’s still too soon to know how mobile cards
will impact the timing of redemptions, but
most sources imagine they will speed them
up, and those already using digital cards have
been “tremendously happy,” says Stone.
Few see digital overtaking plastic in the
incentive channel anytime soon, especially
since many merchants still offer only plastic.
Still, the flexibility and immediacy of digital
rewards is appealing.
“Last year was big for retailers getting their
feet wet with B2C egifts, so more may decide
to do B2B in 2012,” says Leroux.
Forthcoming digital wallet apps promise to hold all of
a user’s gift cards and credit cards on a smartphone.
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