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Enhancing the Retailer Gift Card via Blockchain: Trusted Resale and More

Enhancing the Retailer Gift Card via Blockchain: Trusted Resale and More

Yuan Lu, Qiang Tang, Guiling Wang
Copyright: © 2021 |Volume: 32 |Issue: 1 |Pages: 20
ISSN: 1063-8016|EISSN: 1533-8010|EISBN13: 9781799859086|DOI: 10.4018/JDM.2021010103
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MLA

Lu, Yuan, et al. "Enhancing the Retailer Gift Card via Blockchain: Trusted Resale and More." JDM vol.32, no.1 2021: pp.49-68. http://doi.org/10.4018/JDM.2021010103

APA

Lu, Y., Tang, Q., & Wang, G. (2021). Enhancing the Retailer Gift Card via Blockchain: Trusted Resale and More. Journal of Database Management (JDM), 32(1), 49-68. http://doi.org/10.4018/JDM.2021010103

Chicago

Lu, Yuan, Qiang Tang, and Guiling Wang. "Enhancing the Retailer Gift Card via Blockchain: Trusted Resale and More," Journal of Database Management (JDM) 32, no.1: 49-68. http://doi.org/10.4018/JDM.2021010103

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Abstract

Though the retailer gift card has been an ultra-practical marketing tactic to attract customers to spend more, it, on the contrary, also places a great number of customers in troublesome situations due to its current limitations. First, dealing with unwanted gift cards is often time-consuming, costly, or even risky due to the frequent occurrences of gift card resale frauds. Worse still, the issuance and redemption of gift cards happen inside the retailer as in a “black-box,” indicating that a compromised retailer can cheat customers (or even third-party auditors) to deny the issuances of some unredeemed gift cards. This paper proposes a practical middle-layer solution based on blockchain to address the fundamental issues of the existing gift card system, with incurring minimal changes to the current infrastructure.

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