Stores Form Retail Gift Card Assoc

Leading Merchants Form Retail Associate Aimed to Help Gift Card Users

Goal is to enforce gift card guidelines

Led by founding members of Applebee's, Best Buy, Home Depot, Marriott International and Subway, they are forming an industry group who will attempt the (seemingly) impossible task of ensuring that all shoppers have positive experiences when using gift cards.

Formed in October, the Retail Gift Card Association (RGCA) states that its mission is to create consumer-centered policies for its members that will let consumers confidently buy and use the cards that have become the #1 gift choice over last several years.

How can they manage this?  As gift cards have increased exponentially in popularity in recent years, many new product offerings have been lumped under the gift card label. This can be misleading to consumers as not all of these products are consistent with the guidelines proposed for member retailers.

Some gift cards have policies with respect to fees and expirations that are clearly not in the best interests of the consumer. Membership in the RGCA is limited to premier retailers with strong brands and longevity in the market, who place particular emphasis on their customers' satisfaction and agree to abide by a set of principles that place the consumer first. The RGCA will be calling on ALL retailers to follow a strict standard that will protect consumers.

Read more:  http://www.paymentsnews.com/2008/12/retailers-form.html