Top 5 Challenges Gift Card Managers Face Today
Managing a successful gift card program is no small feat and to do so you need to go beyond the basics. At Bridge, we’ve spoken with dozens of the world’s most successful gift card program managers, from many of the world’s largest brands, and identified the five key challenges that gift card managers are tackling in 2025.
The top 5 challenges in 2025
Fraud Prevention: As gift card fraud becomes more sophisticated, ensuring robust security measures is critical. From secure packaging to advanced fraud detection technologies and real-time customer balance alerts, protecting your brand and your customers is a top priority.
Setting Yourself Apart: With so many gift card options available, how do you differentiate your program from the competition? It’s all about offering unique features and experiences that make your gift cards the preferred choice for consumers.
Delivering Omnichannel Experiences: Today’s consumers expect a seamless experience across in-store, online, and mobile channels. Aligning your gift card program across these platforms is challenging but essential for meeting customer expectations.
Driving Redemptions When It’s Needed Most: It’s one thing to see redemptions spike in January, but how do you drive them on a random Wednesday in April? Effective strategies like push notifications can boost engagement and redemption throughout the year can turn slow periods into opportunities for growth.
Aligning Gift Cards with Broader Organizational Goals: Your gift card program should be more than just a revenue stream—it should also support broader goals like customer loyalty, brand engagement, and retention.
At Bridge, we provide the tools and expertise to help you face these challenges head on, ensuring your gift card program is not only competitive but also aligned with your overall business objectives.
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