Diggecard has described the development of River Island's gift card program from paper vouchers to physical and digital cards sold through consumer and corporate channels. The source case study was first published on February 24, 2021, and includes later additions discussing plans for 2023.

The provider dates the start of the program work to 2010, when physical cards and online consumer sales were introduced. Paper vouchers continued alongside the new format for a period before being phased out. Diggecard also took responsibility for developing the corporate gift card channel.

The company says its business and agency network broadened River Island's reach into incentives and benefits. Ongoing activity included account planning, sales campaigns, reporting and participation in multi-choice reward programs.

A digital gift card was added in 2018. Replatforming in 2020 introduced nominated delivery dates and times, followed by the ability to include images, video and personal messages with a purchase.

During 2020/21, QR codes in the windows of stores closed by the pandemic directed shoppers to online gift card purchasing. The updated account also describes euro-denominated cards redeemable on River Island's website and discusses further international expansion as a plan for 2023.

Diggecard reports total sales growth of 74% since 2018 in the source, without specifying an end date for that comparison. The program also participates in the provider's Gift Card Marketplace and DiggeChoice products, adding further routes to business buyers.

The case presents an ongoing managed program combining technology, fulfillment and corporate sales, with successive updates to the consumer purchase experience over the partnership.