Gift cards have evolved far beyond simple gifting - they’re now a powerful tool for customer engagement, brand growth, and revenue generation. In our recent webinar, industry experts explored the latest evolutions in the world of gift cards, highlighting how personalisation, data analytics, and strategic partnerships can help brands and fintechs drive success.
With gift card programs contributing 3-5% of total revenue for many businesses, they’ve become an essential strategy rather than just an add-on. Whether brands are targeting B2C customers for loyalty and engagement or leveraging B2B for rewards and recognition programs, the right approach can maximise impact.
This blog recaps the key takeaways from the webinar, diving into the latest applications of gift cards, how brands and fintechs can capitalise on the opportunity, and future trends.
Key takeaways from the webinar
Personalisation reigns supreme
Consumers now expect tailored and meaningful user experiences, making personalisation a critical success factor for gift cards. AI and open banking data are enabling fintechs to create offerings that are highly relevant to individual users, increasing engagement and long-term loyalty.
"Personalisation is key to driving retention and growth in gift card programs."
Youlia Marks
Head of Retail Partnerships
Tillo
Diversification sparks engagement
The role of gift cards is expanding beyond traditional use cases. The webinar highlighted how fintechs are integrating them into their platforms as a way to support user acquisition, as a tool for reward, and for immediate payouts - helping to increase engagement and customer satisfaction.
For instance, reward and recognition programs in B2B channels have shown significant success, as companies use gift cards to motivate employees. This shift is driving positive outcomes for both businesses and consumers.
Talk to our experts to find out how we can help you unlock new channels
Data analysis drives success
Data isn’t just about tracking transactions - it’s about unlocking valuable insights to refine and iterate gift card programs. Brands that analyse redemption behaviour, purchase trends, and overall program performance can make informed decisions to holistically improve, scale, and optimise the gift card strategy across all channels.
Watch the full webinar on demand 
Partnerships fuel growth
Strategic partnerships are transforming how brands expand their gift card reach and revenue potential. By working with third-party distributors and aggregator platforms, businesses can tap into new market segments and unlock new revenue streams.
With the right collaborations, companies can extend their reach and amplify brand presence, making gift cards a key driver of customer acquisition.
Testing and adaptation for long-term success
The digital landscape is constantly evolving, and brands must be willing to experiment and adapt to stay ahead. Whether it’s new incentives, different redemption options, or alternative pricing structures, continuous testing is essential for fine-tuning gift card strategies.
Conclusion
During the webinar, the industry experts made it clear: gift cards are no longer just a transactional product - they're a strategic asset. By embracing personalisation, data-driven decision-making, and innovative partnerships, brands can unlock new revenue streams and build deeper customer relationships.
With distinct success factors for both B2C and B2B programs, brands that prioritise data analysis, collaboration, and adaptability will be best positioned to thrive in this evolving space.
💡 Ready to dive deeper?
Watch the full webinar on demand and learn directly from Youlia Marks – Head of Retail Partnerships at Tillo, and Alec Donald – our gift card expert, how the evolution of gift cards is making them a strategic asset for businesses.
Take your gift card strategy to the next level
Talk to our team of experts and explore how we can help you unlock new channels to distribute your gift cards and capitalise on the opportunity.
