Consumer Benefits from a Stored Value Gift Card Program

Consumer benefits from a well-managed gift card program include:

Prestige: In the consumer's eyes, paper certificates are less credible than plastic, because a plastic card has more substance to it. The card appears to be more permanent and longer-lasting than paper. The plastic gift card carries an image of higher value than paper, because the image of a paper gift certificate is that it is makeshift, short term and not very attractive. Carrying a plastic gift card in one's wallet indicates belonging to a special group, having special privileges thereby generating a feeling of uniqueness.

Usefulness: The stored value card satisfies multiple needs - from simple birthday and wedding gifts to corporate reward programs to club membership benefits. Not only does the versatility of the card offer many options to the merchant, but creates equal options and new opportunities for use on the part of the consumer. Versatility creates desirability, which is an important benefit in the mind of the consumer.

Educational: A gift card will not help a child pass their SAT's, but it can certainly teach a child or teenager the importance of value and how to take responsibility for its management.