Tuesday, September 28, 2010
The main criteria of the report entitled The Digital Divide: Digital Gifting Among Top Internet Retailers involved the comprehensiveness of the offering, as well as the selection, purchase and recipient experience, RSR Research said.
"Gift cards are such an important retail staple, yet many retailers' offerings have not evolved to keep up with the changing needs of today's consumer," said Nikki Baird, RSR Research Analyst and co-author of the report. We were surprised that gift card offerings were often hard to find, difficult to navigate, and lacked follow-through for both the sender and the recipient.
"This is an enormous missed opportunity for retailers, especially as we enter the most critical gifting season of the year."
The study was sponsored by digital gifting and incentives company CashStar Inc. and focused on digital gift card purchases made in July 2010.
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