Advanced personalization and video as the new era of the shopping experience
Gift cards are no longer just a convenient last minute substitute for a present. In recent years, they have evolved into one of the most advanced digital products in retail, tourism and shopping centers. The future of gift cards will be shaped by personalization, fast digital delivery, multi channel integrations and the increasingly important use of video.
In the following sections, we present how we see the development of gift card systems and why personalized video elements will become a key part of their evolution.
Where gift card systems are heading
Digital gift cards are already a standard, but the future will be even more focused on a fully automated, data driven experience. We can expect more integrations with various systems such as ERP solutions, accounting programs and existing retail platforms, enabling faster management of funds and a clearer overview of the entire process of issuing and redeeming gift cards.
Managing cards inside mobile wallets is becoming a standard. As a result, the card balance will increasingly be displayed automatically inside the mobile wallet or dedicated application. Shopping centers will continue to develop centralized digital services that make it easier for users to check balances, track spending and manage their gift cards.
Instead of a simple gift card purchase, the user will receive a fully digital experience that includes guidance, motivation to buy and a deeper connection with the brand.
Advanced personalization as the core of new value
Personalization will deepen on several levels. It will no longer be limited to choosing a card design or adding a personal message. Users will also receive recommendations on the value of the gift card based on the recipient’s interests, which the system will recognize from behavioral patterns.
Companies will be able to design dynamic shopping journeys for users who are part of identification or loyalty programs. In these cases, the system can automatically generate package suggestions, birthday recommendations, seasonal offers and other content based on the user’s existing history. For anonymous gift card holders, personalization will continue to rely on their manual selections and interest tags.
Personalization will become a strategic tool because it enables companies to target offers more precisely, increase the likelihood of gift card redemption and improve conversion in follow up purchases. Instead of broad messaging, companies will be able to highlight content that is truly relevant to each user, resulting in higher engagement and greater transaction value.
Video as the next breakthrough in gift cards
One of the strongest trends in the coming years will be the use of video. Personalized video clips are already highly effective in marketing, and soon they will be integrated directly into gift card systems.
Imagine the recipient receiving a personalized video alongside the digital gift card, created with the help of artificial intelligence. The video can include a chosen theme, a timely story or even an avatar or voice of the sender delivering a tailored message.
Such features will likely be built directly into shopping center applications, allowing users to create short, emotional video greetings in just a few seconds without leaving the app.
Interactive marketing as new value for shopping centers
Video will also strengthen live style marketing. Shopping centers will offer users interactive greetings, video messages and even live video prize games connected to gift cards.
The combination of a digital gift card and interactive video will position the center as a creator of experiences, not just a distributor of gift cards. A single card will create stronger emotional impact, better storytelling and a higher chance that the user returns.
The future is integrated, personal and visual
We believe the gift cards of the future will combine digital convenience, data based intelligence and rich media content. Users will want more than a good gift. They will want an experience that feels personal, warm and modern.
A personalized video embedded in an advanced gift card system is the next logical step.
Companies that adopt it early will gain a significant advantage in a market where the emotional value of a gift is just as important as its practical use.
