Articles
Gift Cards: The Steadfast Gift Card
September 21, 2006
•Article: POS Technology
Between the retailers' imagination and the advancements of POS technology, merchandising and branding progressed with gift card offerings.
Do you remember a time when gift certificates were considered an unacceptable gift? Those receiving the gift expected more thought to go into the purchase, so it was almost insulting to receive one. That time was a mere 10 years ago.
Today, it seems that gift cards are preferred by many recipients. Gift cards share many qualities with credit cards, except a bill doesn't arrive at a later date. Instead, many gift card recipients view them as "free" money.
Gift Cards Sell Merchandise, Branding
The technology and innovation surrounding gift cards has changed in recent years. "Retailers want to
promote loyalty, increase traffic flow, and grow revenue; gift cards hit all of these goals," says Conan
Lane, COO at PNC Merchant Services, a member of The PNC Financial Services Group. "Gift cards
have become mainstream to many consumers." Larger retailers pushed the gift card market, but many
smaller retailers and hospitality providers also offer them now to promote their merchandise or services.
With small-scale POS systems capable of processing gift cards at a reasonable price, this method of
payment is feasible now for any size retailer.
•Article: POS Technology
