A Look At Gift Card Malls
John Lofstock writes for Convenience Store Decisions about "gift card malls" - the term used in the industry referring to a designated display of retailer gift cards - enabled by providers including Safeway's Blackhawk Network, InComm and CoinStar EPayment Services. Lofstock reports that Blackhawk is in 38,000 stores nationwide, including Safeway, Wawa, Circle K, Petro-Canada and Chevron.
"Prepaid gift card malls are all about offering consumers convenience and enhancing value to the one-stop shop," said Teri Llach, group vice president of Blackhawk Network, a gift card processor and subsidiary of Safeway Corp. "It's rare these days that retailers can create an entirely new category segment in their stores that generates some excitement, but prepaid gift cards are doing that. Penetration is growing and we are anticipating tremendous growth in this area."
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