While the majority of retailers recognize the importance of their gift card business – a $160 billion business with double-digit growth since 2015, according to Incisiv – 93 percent of retailers admit they have low gift card integration with their digital systems, according to the recent Incisiv survey of industry executives, even as U.S. e-commerce sales continue to rise.
“The majority of gift card sales are still physical, and digital adoption of....