A survey sponsored by CashStar, Inc., a virtual card software vendor, shows that 85 percent of retailers questioned said they were “not satisfied with how consumers can personalize their gift cards.” Unfortunately, the release does not say how many retailers were surveyed or what type. The survey took place at a Shop.org event, a conference for digital retailers sponsored by a division of the National Retail Federation.
More than 85 percent of retailers surveyed at the annual Shop.org Retail Summit in Boston by CashStar were concerned about the lack of personalization of gift cards. Additionally, the survey found that almost half of all retailers surveyed planned to offer eGifting this holiday season and 44 percent were looking at location-based deals as a key element of their mobile marketing strategy.
Retailers and shoppers have been slow to adopt virtual cards, but they will continue to grow and find a place in merchants’ strategies going forward.