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Opinion: Marketing Society - Loyalty's missing link
Isn't it exciting when something you have been working on suddenly becomes a hot topic and everyone is talking about it? That happened to me recently when I read the column by Helen Dickinson about gift cards (Marketing, 12 January). She was explaining how, this year, electronic gift cards would start to replace paper vouchers, just as they have in the US. And she was right. Retailers such as Debenhams, Zara, Next and Arcadia have introduced gift cards over the past 18 months, and big players such as Marks & Spencer are not far behind.
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