The omnichannel gift card: a strategic growth lever for retail brands
The customer experience is no longer confined to a single sales channel. In a world where digital and physical touchpoints complement each other, brands must rethink their strategies to offer a seamless, frictionless journey. Gift cards, as both a product and a marketing tool, naturally fit into this omnichannel dynamic.
With 40% of gift cards purchased online and 60% in-store, it’s essential that consumers can redeem them freely—regardless of where they were bought. But expectations are rising: 54.5% of consumers now demand that gift cards be usable both in-store and online. Adapting to this demand is crucial for maximizing sales opportunities.
Creating synergy between digital and physical channels
Gift cards are powerful web-to-store and store-to-web drivers, increasing traffic across all sales touchpoints. On average, 53% of gift cards bought online are redeemed in-store, and 22% of those bought in-store are used online. These figures highlight the importance of offering a truly omnichannel gift card that smooths the customer journey and builds natural bridges between e-commerce and brick-and-mortar.
Whether physical or digital, buying a gift card online can send the recipient straight to a physical store—driving foot traffic. Conversely, a card purchased in-store can be redeemed online, boosting digital sales and reinforcing customer engagement with the brand.
Mostly spent in-store—for now
While gift card purchases are split between online and offline, redemption remains largely in-store, with 70% of gift cards used in physical locations and only 30% online. This shows that physical retail still plays a vital role—even for products initially bought online.
However, this trend is shifting. With the rise of mobile wallets and integrated digital payments, online redemption is gaining traction. Some brands—especially in fashion and beauty—are already seeing over 20% year-on-year growth in online gift card usage.
A long-term engagement driver
Gift card redemption varies by industry and purchase period. In B2C, most cards are used within 2–3 months. In travel, usage is often much later. Around Christmas, the pace changes: 30% of recipients use their card within 15 days, and 84% within five months.
This data is invaluable for retailers. It enables well-timed marketing campaigns and personalized offers that encourage faster redemption and increase post-purchase engagement.
Keys to a successful omnichannel gift card strategy
To unlock the full potential of gift cards in an omnichannel strategy, brands must tackle several key challenges:
- Ensure seamless usability across channels
Allow customers to redeem their gift card in-store or online, with no restrictions. - Improve the user experience
Integrate cards into mobile wallets to simplify access and usage. - Leverage web-to-store and store-to-web mechanics
Encourage gift card holders to explore all your brand’s touchpoints. - Promote quick redemption
Use targeted offers to drive early usage, especially post-holidays. - Boost complementary spend
Recommend products or experiences that encourage higher-value purchases.
How to drive web-to-store with gift cards
Retailers can activate several levers to encourage in-store gift card use:
1. Encourage Online Purchase + In-Store Redemption
- Offer a smooth path where a digital card can be instantly sent to a loved one and redeemed in-store.
- Feature a store locator on the "Check Balance" page, so cardholders can easily find nearby locations.
- Integrate geolocation into mobile wallet apps to push location-based notifications when customers are near a store.
2. Create In-Store Exclusive Events
- Offer digital gift cards during in-store events, such as fitness classes or discovery workshops.
3. Offer In-Store Benefits
- Connect gift cards to your loyalty program: reward bonus points or discounts for using the card in-store.
Track performance & train your staff
A successful omnichannel gift card strategy relies on strong KPI tracking and tight collaboration between e-commerce and retail teams. Continuously measuring web-to-store impact helps optimize campaigns and drive performance.
Key metrics to monitor:
- Gift card conversion rate (online to in-store, and vice versa)
- Average basket size with and without a gift card
- Average time to redemption, especially after key sales periods
- Impact on loyalty programs (e.g., repeat visits or redemptions)
- Volume of cards sold, additional payments, and unused cards
In parallel, in-store staff training is crucial to deliver a smooth customer experience:
- Clearly explain gift card usage (validity, stackability, channel compatibility)
- Position the gift card as a loyalty tool, linked to reward programs
- Offer personalized advice to drive complementary sales and increase average basket value
A strategic advantage for retailers
The omnichannel gift card is now a key success factor for brands—helping attract new customers, boost average spend, and build long-term loyalty.
Its flexibility and ability to bridge online and offline channels make it an essential tool for retail growth. Brands that fully embrace gift cards as part of their omnichannel strategy gain a significant competitive edge, increasing both visibility and performance across their entire network.
