(Courtesy of IIR’s Prepaid Expo blog)
Thursday, December 9, 2010
With Black Friday and Cyber Monday behind us, and the holiday season in full swing, gift card merchants should be running on all cylinders to get their cards into stockings and under the tree, but Santa’s sleigh may be lighter on plastic than it could be.
According to Rich Killian, founder and president of Orlando-based RK Incentives – a provider of closed-loop gift card sales consulting to several major national retailers – the industry’s overall promotional efforts thus far rate a solid “B” this holiday season.
In an interview for the first installment of IIR’s podcast series – “Progress in Prepaid” – Killian said merchants are doing a respectable job of promoting and marketing gift cards this season, but there is room for improvement.
Killian also discussed the gift card industry’s trajectory in the mobile revolution. It appears we may be farther along than many folks realize.
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