Business View Magazine | March 2018

91 a gift card for another brand.Sayyou got aMacy’s gift card andyou don’t want it.CardCash will either give you 80 cents on the dollar,or we can give you an Amazon gift card.Now,if you’re doing a trade for,say, Amazon,you’re going to get five percent morevalue than the cash option,so youwould get 85 cents on the dollar for that gift card.If youwere to trade it for a Dell gift card or a CVS gift card,you’d get some top-off over the cash option. “So,for a seller,it’s actuallymore value in their pock- et.In our trade option,we have about 20 of themost popular brands in the U.S.,such as eBay,Dell,Toys“R” Us, Amazon.You can trade your gift card for themand you get a lot more value.Now,for that retailer,Amazon, for example,it’s a great deal–theynowhave the abil- ity to offer something to someone who had aMacy’s gift card but didn’t want it and acquire themas a cus- tomer shopping atAmazon.And the reasonwhywe’re able to give that top-off is because it’s actuallybeing fueled by the retailers.Amazon is actuallycontributing to the cost of their customer acquisition an extra few percentage points in order to attract aMacy’s customer to come toAmazon.” BVM: Are your transactions done physicallyor digi- tally? Bohm: “About 80 to 90 percent of ourvolume is