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 Jason, Can you quantify what low breakage numbers? Historically breakage has been increasing in just about every category.1 reply 0 retweets 0 likes -
Replying to @BrianRoemmele
@BrianRoemmele nobody has public data about breakage % increasing in biggest programs. (% is key term). Not disclosed.1 reply 0 retweets 0 likes
Replying to @__JasonMarshall
@__JasonMarshall Jason, as I mentioned this is private data. Breakage is growing. Public data can be found from state of NY. millions $$.
8:33 PM - 22 Dec 2014
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