Facebook Gift Card Could Be Huge Hit

Facebook Gift CardFacebook previously introduced a way to send actual goods to people (via credit card): Facebook Gifts. However it has now gone further by debuting a plastic gift card that can be used (and reused) at multiple stores.

It appears to be leveraging Discover’s network. However the card will work at a range of retail stores, including (right now) Jamba Juice, Olive Garden, Sephora, and Target. I’m sure this list will become more extensive over time.

One question: will the transaction data be captured, used or factored into Facebook ad serving? I don’t know the answer to this question.

There are two angles here: using the convenience of Facebook to send/refill the card and the fact that the card can carry multiple retailer balances simultaneously:

Your card can hold multiple gift balances, and each balance is dedicated to the retailer associated with the gift. For example, you might have gift balances of $100 at Sephora, $75 at Target, $50 at Olive Garden, and $8.25 at Jamba Juice.

This second point may make it highly desirable to many people. On the first point, over time the Facebook card might become a rival to the Amazon gift card/certificate. But for that to happen there would need to be a much larger selection of retailers.

What’s your opinion of the outlook for this? Do you think there’s a potential hit here or do you think this is too far removed from Facebook’s current “culture” and use cases to work?

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