Gift Cards: The Good, The Bad And The Fraudulent
It is estimated that consumers spent almost $100 billion on gift cards in 2007. From the consumer's perspective, a gift card is an attractive alternative to an actual gift because it is easy to obtain and reduces the hassle and guess-work of gift-buying. From a retailer's perspective, gift cards are a great way to attract new customers, strengthen brand loyalty, generate sales, provide an easy means of data-gathering, and reduce the costs of credit card processing.
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