Gift cards have been part of the retail ecosystem for decades, but many retailers don’t use them to their full potential. Retailers and brands too often treat gift cards as a product category. But the number of possible applications of digital gift cards and stored-value technologies is growing and can bolster a retailer or brand’s marketing, commerce, and loyalty strategies. When gift card and stored-value solutions are better integrated into a retailer’s or brand’s digital strategy, they improve cash flow, encourage new and repeat purchases, and drive customer loyalty. In this report, we define the gift card and stored-value space and uncover key use cases.