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While the majority of retailers recognize the importance of their gift card business – a $160 billion business with double-digit growth since 2015, according to Incisiv – 93 percent of retailers admit they have low gift card integration with their digital systems, according to the recent Incisiv survey of industry executives, even as U.S. e-commerce sales continue to rise. “The majority of gift card sales are still physical, and digital adoption of....

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