Secret: The real revenue basis for merchants issuing gift cards is for merchandise returns. Closed loop lock-in and high breakage (nonuse).
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Replying to @BrianRoemmele
@BrianRoemmele retailers view gift cards 1st & foremost as customer acquisition tools. Breakage is low & not desired.4 replies 0 retweets 4 likes -
Replying to @__JasonMarshall
@__JasonMarshall@BrianRoemmele oh that makes sense. For gift giving during the holidays?1 reply 0 retweets 1 like -
Replying to @eric_young_1
@eric_research@__JasonMarshall Exactly. One gives a gift, say Socks and the recipient returns the item and receives a gift card.1 reply 0 retweets 0 likes -
Replying to @BrianRoemmele
@BrianRoemmele@__JasonMarshall I was thinking of gift card giving2 replies 0 retweets 1 like -
Replying to @eric_young_1
@eric_research@__JasonMarshall Eric, I understand there are two elements for the use of gift cards: gifts, merchant issued credit returns2 replies 0 retweets 0 likes -
Replying to @BrianRoemmele
@BrianRoemmele@__JasonMarshall I've never thought about that. Gift returns & receive store credit for merchandise2 replies 0 retweets 0 likes -
Replying to @eric_young_1
@eric_research@BrianRoemmele gift card = 2 trips, some incremental, basket size much bigger than face value; gift cards often report to Mkt2 replies 0 retweets 1 like
@__JasonMarshall @eric_research Jason, agree. But the observable trend is what I am addressing.
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