Impact of Closed-Loop Gift Card Promotions By Businesses

Kathryn W. Ernstberger, D. McDowell, J. Parris

Abstract


At their inception, gift cards were sold by businesses to customers to give as gifts to others. More recently, gift cards are beingused strategically by businesses to manage and transform their relationships with customers. Of particular interest here is the closed-loop gift card that can only be redeemed at the business whose name is on it. This analysis discusses the impact of closed-loop gift card promotions and evaluates the impact of these promotions ontotal spending, lift and redemption rates.

Keywords


Gift cards; promotion; consumer behavior; retail

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DOI: http://dx.doi.org/10.18533/ijbsr.v2i6.144

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International journal of business and social research (Print)
ISSN 2164-2540

International journal of business and social research (Online)
ISSN 2164-2559

[International Journal of Business and Social Research (IJBSR) previously published by MIR Center for Socio-Economic Research, MD, USA. From February 2018 this journal is published by the LAR Center Press, OR, USA]