The challenge
A traditional gift card, physical and untraceable, generates one-time revenue but nothing more: you don't know who bought it, who received it, or whether that person was already a customer of the brand. You miss the chance to turn every gift into a relationship with a new customer, and to offer the same experience whether it's bought or redeemed in store or online.
How it works
Each card amount is created as a product in the item master, so it is bought, scanned, and activated like any other item.
Illustrative example
Here's how a typical gift card program is set up, with 10% extra balance on activation.
Benefits
Every gift card generates revenue today and sales tomorrow.
Impact
Revenue before the sale
The balance is collected when the card is purchased, not when it is redeemed.
A new customer with every gift
Every card sent is an acquisition opportunity, not just a sale.
Configurable extra balance
An additional incentive that makes buying the card more appealing.
See it in Wapping Manager
Each type is linked to a product in the item master. When it is sold, the corresponding balance (plus the configured extra) is activated directly in the buyer's or recipient's wallet.
Gift Card
Wapping vs. the traditional approach
| Aspect | Traditional approach | Wapping |
|---|---|---|
| Redemption | Limited to the purchase channel | Any of the brand's stores or online |
| Traceability | No data on the buyer or the recipient | Named, tied to the customer profile |
| Extra balance | Rarely available | Configurable additional percentage on activation |
| Personalized delivery | Generic | Personalized message to the recipient |
Use case — Marketing
Marketing launches a gift card campaign with 10% extra balance during the first weeks of December. The business collects payment now for purchases that will be redeemed in January, improves its cash flow, and every card sent reaches someone who, if not already a customer, now has a real reason to visit the brand for the first time.
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Frequently asked questions
As many predefined amounts as the business wants, each linked to a product in the item master. You can also manage named cards, tied to a customer, or bearer cards, using batches of codes for physical distribution.
Yes. You can configure an additional percentage that is loaded at the moment of activation: for example, a €50 card can be activated with €55 of balance if a 10% extra is configured.
Yes, it works omnichannel: unless restricted to specific locations, the gift card can be redeemed at any of the brand's physical stores or online, no matter who bought it.
It's configurable. You can allow refunds of the remaining balance on a partially used card, according to the business's own policy.
We'll show you how to set up your omnichannel gift card program.