Canonical URL: https://giftcard.news/gift-cards/collaborative-partnerships-deliver-value-in-gift-card-industry-3806e4298950/ --- description: Diggecard discusses gift card distribution partnerships connecting retail brands with employee benefits, customer rewards and member programs. title: Diggecard: Gift Card Partnerships for Retail and Employee Benefits image: https://giftcard.news/images/social/v1/diggecard-gift-card-partnerships-retail-employee-benefits-a8741bb327f1ff352f7611fff3b0bb92.jpg --- 1. [Home](https://giftcard.news/) 2. [Gift Cards](https://giftcard.news/gift-cards/) # Diggecard: Gift Card Partnerships for Retail and Employee Benefits Diggecard discusses gift card distribution partnerships connecting retail brands with employee benefits, customer rewards and member programs. By [Suzie Elis](https://giftcard.news/author/suzie-elis/) April 5, 2022 2 min read Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fgift-cards%2Fcollaborative-partnerships-deliver-value-in-gift-card-industry-3806e4298950%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Diggecard%3A%20Gift%20Card%20Partnerships%20for%20Retail%20and%20Employee%20Benefits "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fgift-cards%2Fcollaborative-partnerships-deliver-value-in-gift-card-industry-3806e4298950%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Diggecard%3A%20Gift%20Card%20Partnerships%20for%20Retail%20and%20Employee%20Benefits%20https%3A%2F%2Fgiftcard.news%2Fgift-cards%2Fcollaborative-partnerships-deliver-value-in-gift-card-industry-3806e4298950%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Source image for Collaborative Partnerships Deliver Value in Gift Card Industry](https://giftcard.news/images/variants/v1/diggecard-gift-card-partnerships-retail-employee-benefits-source-image-collaborative-deliver-value-w1093.webp) Photo: Source: diggecard.com Retail and leisure brands can use specialist gift card partners to develop sales channels into employee, customer and member reward programs, [Diggecard](https://giftcard.news/company/diggecard/) argues in an April 5, 2022 article. Its analysis connects those distribution partnerships with household cost pressures and demand for savings on everyday purchases. The article cites the Retail Think Tank’s forecast at the start of 2022: a difficult opening to the year, followed by expected retail growth of 1%–2%. Diggecard uses that historical outlook as context for its discussion of partnerships and household value. The article highlights the importance of partnerships in delivering value, citing the example of a partnership between [Costa](https://giftcard.news/company/costa/) and [M&S](https://giftcard.news/company/m-s/), which allows customers to buy M&S food in a Costa cafe. Similarly, in the gift card industry, collaborative partnerships can help retail and leisure brands focus on their core business while gift card experts deliver programs that open new sales channels and increase customer loyalty. Diggecard cites the GCVA's State of the Nation 2022 research as finding that more than half of gift card recipients were introduced to a new brand or organisation, rising to 67.3% among Gen Z consumers. That percentage concerns brand introduction, rather than the proportion who became regular customers. Diggecard also discusses the benefits of collaborative partnerships in the context of gift card benefits programs. These programs allow businesses to leverage gift cards to deliver increased value to their target audience, driving loyalty, acquisition, and engagement levels. End users of such programs can also achieve value by making savings on their favorite retail and leisure brands. The article concludes by emphasizing the importance of collaborative partnerships in creating value for businesses and consumers. By working with gift card experts, businesses can tap into expertise and create value while retaining control of their business and brand identity. Examples of businesses that have successfully used gift card solutions to provide increased value to customers include [The Body Shop](https://giftcard.news/company/the-body-shop/) and [Anytime Fitness](https://giftcard.news/company/anytime-fitness/). The article also cites a GCVA finding that 39.5% of consumers had received at least one gift card through work rewards or incentives during the preceding three years. Diggecard uses that figure to illustrate the role of employee benefits and other B2B distribution channels. In the current economic climate, where household finances are under pressure, gift cards can provide a valuable way for consumers to make savings on everyday items and one-off purchases. By offering gift card benefits programs, businesses can help their customers achieve value and drive loyalty and engagement levels. ## Sources and documents ExpandCollapse * [Face economic challenges with collaborative partnerships](https://diggecard.com/face-off-economic-challenges-with-collaborative-partnerships-that-deliver-value/?utm%5Fsource=giftcard.news) — diggecard.com ## In this article ### Companies * [Anytime Fitness](https://giftcard.news/company/anytime-fitness/) * [Costa](https://giftcard.news/company/costa/) * [Diggecard](https://giftcard.news/company/diggecard/) * [M&S](https://giftcard.news/company/m-s/) * [The Body Shop](https://giftcard.news/company/the-body-shop/) Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fgift-cards%2Fcollaborative-partnerships-deliver-value-in-gift-card-industry-3806e4298950%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Diggecard%3A%20Gift%20Card%20Partnerships%20for%20Retail%20and%20Employee%20Benefits "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fgift-cards%2Fcollaborative-partnerships-deliver-value-in-gift-card-industry-3806e4298950%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Diggecard%3A%20Gift%20Card%20Partnerships%20for%20Retail%20and%20Employee%20Benefits%20https%3A%2F%2Fgiftcard.news%2Fgift-cards%2Fcollaborative-partnerships-deliver-value-in-gift-card-industry-3806e4298950%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Portrait of Suzie Elis](https://giftcard.news/images/variants/v1/suzie-elis-editorial-portrait-w320.webp) About the author ## [Suzie Elis](https://giftcard.news/author/suzie-elis/) Journalist — Gift Cards & Digital Gifting Suzie Elis covers gift card products, digital gifting and distribution for Gift Card News. From reading to building ## Your next move in gift cards. Tell us what you’re building. We’ll help you explore suitable providers. [Find a provider ](https://giftcard.news/find-a-provider/) ## Related articles [Gift Cards](https://giftcard.news/gift-cards/) News ### [FareHarbor connects Factor4 gift cards to its online booking checkout](https://giftcard.news/gift-cards/fareharbor-factor4-gift-cards-online-booking-checkout/) [Suzie Elis](https://giftcard.news/author/suzie-elis/) September 17, 2026 2 min [Gift Cards](https://giftcard.news/gift-cards/) News ### [Tillo Powers Military Connect’s Discounted Digital Gift Card Programme](https://giftcard.news/gift-cards/tillo-military-connect-discounted-digital-gift-cards/) [Suzie Elis](https://giftcard.news/author/suzie-elis/) September 15, 2026 2 min [Gift Cards](https://giftcard.news/gift-cards/) News ### [Kohl’s expands Babies R Us shops and adds lower-priced baby gifts](https://giftcard.news/gift-cards/kohl-s-expands-babies-r-us-shops-and-adds-lower-priced-baby-gifts-8327d70bb56c/) [Emma Carter](https://giftcard.news/author/emma-carter/) September 14, 2026 2 min 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