Secret: The real revenue basis for merchants issuing gift cards is for merchandise returns. Closed loop lock-in and high breakage (nonuse).
@__JasonMarshall @eric_research Jason, the thing is the tend is to higher breakage. Also in some stores majority gift cards are for returns.
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@BrianRoemmele@eric_research breakage has been declining for yrs, higher in low freq categories like casual dining -
@__JasonMarshall@eric_research Jason, would have to disagree with Breakage numbers.This is an observable trend also state reporting records - 4 more replies
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@BrianRoemmele@eric_research B2C direct sales, 3rd party channels, B2B sales, promo giveaways, merch returns = complex business -
@__JasonMarshall@eric_research Agreed. Was one reason I posted on merchandise returns and gift cards. Few know of this gift card connection - 3 more replies
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