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 Agreed. Was one reason I posted on merchandise returns and gift cards. Few know of this gift card connection
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@BrianRoemmele@eric_research other fact rarely covered is cost of plastic, processing, ops, 3rd party distribution & B2B sales vs breakage - 2 more replies
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