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Blackhawk Network Drives the Shift to Digital Gifting With New Visa® eGift and Mastercard® eGift Products, Enhancing Security and Convenience for Consumers

By Dominic Sow · 11 November 2024

Blackhawk Network
Global branded payments provider, Blackhawk Network (BHN) has partnered with Visa Inc. and Mastercard to bring the speed, convenience and security of an eGift into physical retail stores with the launch of Visa® eGift and Mastercard® eGift. The patented, tamper-evident gift carrier does not have a card inside. Rather, once the eGift is activated at purchase, consumers use a mobile device to scan the QR code inside the carrier to load the funds directly to their digital wallet for immediate use in-store using tap-to-pay terminals or online. The Visa® eGift and Mastercard® eGift will be available nationwide for purchase at over 15,000 locations including retailers such as Kroger, Wegmans and Weis Markets. BHN’s proprietary packaging for the Visa® eGift and Mastercard® eGift is among the latest development in its fraud prevention program, called BHN Protect™. The company has leveraged over 20 years of gift card experience to curate a suite of innovative fraud prevention tactics and technologies. Its solutions proactively mitigate gift card fraud in-store and online, all while securing hundreds of millions of transactions a year. “The new Visa® eGift and Mastercard® eGift products provide a secure and convenient way to gift, making them the choice for the upcoming holiday shopping season,” said Brett Narlinger, head of global commerce at BHN. “This product evolution addresses the growing consumer preference for QR-code and tap-to-pay technology, which not only streamlines the payment process but also ensures a safer payment experience by encrypting card numbers. As more consumers prioritize safety and convenience in their transactions, analysts predict that tap-to-pay digital wallet usage will grow by over 150% by 2028, according to the Consumer Financial Protection Bureau. We’re proud to meet the needs of today’s tech-savvy, security-conscious shoppers with this product innovation.” The Visa® eGift and Mastercard® eGift products offer all the versatile benefits of existing Visa and Mastercard gift cards and eGifts with the added next-generation design that combines current and enhanced security features to combat fraudulent activity. Other key features include:
  • QR code technology that provides a convenient and contactless way to add and redeem digital gift card funds
  • Mobile wallet ready capabilities that make it easy for consumers to find and use the funds without carrying physical cards
  • Tap-to-pay technology that enables quick and efficient transactions, improving the overall customer experience
“In addition to combating fraud, our product experts leveraged extensive consumer research and product testing to develop an offering that caters towards consumers’ increasingly digital preferences,” added Narlinger. “While many consumers prefer to purchase gift cards in stores, BHN’s recent research shows that more than half of consumers who bought a gift card last year purchased a digital gift card. This innovative new product offering allows BHN to give consumers an option that combines both the digital and physical worlds.” The Visa® eGift and Mastercard® eGift can be used everywhere contactless Visa Debit Cards and Mastercard Debit Cards are accepted, respectively, including online. The Visa® eGift and Mastercard® eGift are issued by Pathward®, N.A., Member FDIC, pursuant to license from Visa U.S.A., Inc. or by Mastercard International Incorporated. Visa is a registered trademark of Visa International Service Association. Mastercard and the circles design are registered trademarks of Mastercard International Incorporated. No fees after purchase, No cash or ATM access. See packaging for terms and conditions.

Companies in this story: Visa, Blackhawk Network, Mastercard

People in this story: Brett Narlinger

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