Offering ubiquitous rewards is a surefire way to increase engagement with a loyalty program. Giving members a reward option that is easily convertible into a wide variety of choices almost guarantees an uptick in redemption rates, and few things are more ubiquitous than gift cards.
It’s little wonder, then, that recent data from NGC has found that most of these redemptions are for “big box” retailers that offer a wide variety of products.
According to the report, 28 percent of gift card redemptions went....