In a June 16, 2008, webinar, Tim Sloane, Director of the Debit and Prepaid Service at Mercator Advisory Group, stressed that most merchants are not leveraging the full potential of prepaid gift cards to drive revenue and enhance customer stickiness.
"I suggest that in most of the merchants I'm dealing with, that I have as clients, the prepaid program tends to be pretty much on autopilot," Sloane said. "They've got the program implemented. They've got a B2B component for that program as well. They understand how much they can grow the program year over year, and they set new, aggressive targets for that.
"But not a lot look at new ways to enhance it, and I think that's what we need to challenge."