Diggecard has mapped ten business buyer segments that brands can target to expand gift card distribution. Its June 2024 guide cites KPMG and GCVA reporting that UK B2B gift card sales grew by 10% in the second half of 2023.

The company said business customers accounted for approximately 60% of UK gift card sales. It recommends examining the different purposes behind those purchases rather than treating B2B as one uniform channel.

Employee rewards, customer acquisition and loyalty are among the principal uses. Gift cards can recognize a milestone, accompany a new subscription, reward a referral or provide an option when loyalty points are redeemed.

Diggecard also identifies membership benefits, research participation and compensation as buyer categories. Other channels include promotional agencies, physical and online gift card malls, and employee benefit programs offering discounted cards.

Channel incentives and government programs complete the list. The guide describes these as ways to distribute gift cards through organizations seeking to encourage an action or deliver a defined benefit.

Diggecard says its buyer network spans those sectors and can connect participating brands with relevant programs. The article includes LEGO’s endorsement of the provider’s B2B relationship and distribution reach.