Gift Cards Aren't Just Gift Cards: The Hidden Revenue Stream Most E-commerce Brands Miss

Your gift card programme could be delivering far more value than it currently does. While everyone focuses on conversion rates, smart retailers are building loyalty ecosystems through strategic gift card programs. Nike and Costa have transformed gift cards into competitive advantages.

Here's what e-commerce brands often miss.

The costly oversight in gift card strategy

Most e-commerce brands overlook the strategic potential of gift cards, treating them as passive tools for seasonal sales.

They activate gift cards for Christmas, maybe Mother's Day, then forget about them.

This passive approach misses significant opportunities. Gift cards can drive customer acquisition, increase average order values, and create predictable revenue streams.

When brands overlook gift card potential, they miss opportunities for customer acquisition, retention and long-term revenue growth.

Transforming gift cards into growth engines

Gift cards can be powerful tools for building brand loyalty, driving repeat purchases, and creating new revenue streams, when backed by the right technology and strategy.

This transformation requires thinking beyond the transaction. It means understanding gift cards as relationship builders, data generators, and year-round strategic assets.

Jigsaw Business Solutions partnered with Reuben Digital to build a centralised gift card ordering platform, transforming manual processes into automated systems. This enabled Nike to launch a pan-European ecommerce gift card platform in under two months, now a key part of their global strategy. Costa Coffee followed suit, leveraging the same infrastructure to expand their digital gifting capabilities.

Three ways gift cards transform your business

Gift cards drive engagement beyond seasonal peaks

Gift cards are not just seasonal products, they're strategic assets that can drive year-round engagement and revenue.

Gift cards can be used for employee rewards, customer loyalty programmes, and B2B incentives. They can power corporate gifting portals and integrate into broader customer experience strategies.

Gift cards introduce your brand to new customers through recipients. Redemptions bring customers back to your site. The data generated helps understand purchase patterns and preferences.

Centralised platforms unlock operational excellence

A centralised, API-driven gift card platform enables seamless integration across B2B and B2C channels, improving operational efficiency and scalability.

Manual gift card management drains resources and limits growth. Spreadsheets create inefficiencies. Disconnected processes create friction.

Modern gift card platforms automate fulfilment, track redemptions in real-time, and integrate with existing systems. They transform operational challenges into streamlined processes.

Technology partnerships accelerate innovation

Partnering with technology experts can unlock hidden value in your gift card program, from automation and reporting to ecommerce expansion.

You don't need to build everything from scratch. The right technology partner brings proven infrastructure, industry expertise, and scaling capabilities.

It's not about the technology itself - it's about what the technology enables for your business.

Building gift card programmes that scale

The journey starts with honest assessment of your current gift card operations.

Map your processes. Identify manual tasks. Calculate the true cost of your current approach.

Then think strategically:

Customer experience: How can gift cards enhance customer touchpoints? Consider corporate programmes, loyalty integration, and cross-channel consistency.

Operational efficiency: Where can automation eliminate friction? Look for opportunities to streamline fulfilment, improve reporting, and reduce manual intervention.

Growth potential: How can gift cards support broader business goals? Consider new markets, B2B opportunities, and partnership possibilities.

Let's wrap this up

Gift cards aren't just for holidays or last-minute gifts. They're strategic tools for customer retention, brand engagement and operational efficiency.

While everyone focuses on conversion rates, smart retailers are building loyalty ecosystems through strategic gift card programs. By partnering with experts like us and leveraging platforms built by Reuben Digital, brands like Nike and Costa have transformed gift cards into core components of their digital strategy.

Re-evaluate your gift card strategy. Whether you're a retailer or a B2B brand, there's untapped potential in turning gift cards into a scalable, data-driven revenue stream. Start by assessing your current infrastructure and exploring partnerships that can help you innovate.

Your gift cards could drive growth, build relationships, and create sustainable revenue streams.

What's stopping your gift cards from delivering their full potential?