Gift cards possess huge potential for merchants who want to increase revenue, acquire new customers and get their brand noticed. It’s generally believed that a gift card program is a marketing tool perfect only for the biggest holiday season or that it can be applied merely by big brands. However, gift cards can be a great tool to drive customers and increase sales, regardless of the season or the brand size. According to the National Retail Federation 2014 survey, 60% (or 6 in 10) of shoppers say...