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"With the plastic gift card, value can be increased or decreased, making it not only re-usable, but also a tool to create return traffic by rewarding the customer for frequent shopping," explained Hallahan.
The look of plastic cards has even changed. The addition of keytags is a familiar example, but it doesn't stop there. Mendicino, for example, noted that Bestforms will soon introduce the Performer card. This combined loyalty card/label construction offers multiple labels on the reverse side of the card. "The labels can be redeemed at the retail site for discounts or free products with companion purchases," explained Mendicino.
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