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The Wisemarketer.com recently featured an article by Malcolm Fowler titled "It's time to give stored-value cards a second look".
January retail sales figures are climbing, undoubtedly largely due to the popularity of gift cards as a holiday gift. But gift cards are more than a simple cash replacement. How can they best be used?
Fruitcake, tube socks, reindeer sweaters. Ring a bell? Think back to Christmas morning, when it was time to open Aunt Edna's gift. As you examined the box, you knew full well it didn't contain the gift you had hoped for but instead another oversized, itchy, Rudolph sweater, which you, without a doubt, proudly displayed at the back of your closet.
Thankfully, a clever marketer who believed that Rudolph belongs at the North Pole and not on a sweater introduced the stored-value card; a convenient payment tool used by millions of consumers, that has practically put the tacky sweater industry right out of business.
It's time to give stored-value cards a second look
The Wise Marketer - August 2006
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