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Mining the CRM Gold Within Giftcards |
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Wednesday, 12 December 2007 |
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A giftcard exchange site has opened its doors and will focus on selling customer information inherent in the giftcards to advertisersAnother giftcard exchange site company has emerged, but this one—a company called Leverage—is focusing on the tremendous customer information inherent in a pile of giftcards.
Leverages vision is not radically different than other giftcard firms—such as PlasticJungle-but its focus on the CRM aspect is. Some 40 percent of the cards will come directly from retailers (retailers selling the cards to Leverage) with the rest from consumers selling to consumers. Leverage plans on selling information about its consumers to retail and manufacturing advertisers, said Leverage CEO Mark Roberts.
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