About
Don't let a simple gift card fool you.
It's not merely a transactional asset or a product chosen out of indifference. And if we're being honest, it's not even a pure "gift" a lot of the time.
What it is - when done right - is a brand experience that begins at the moment of first contact, with upsides firing away at full speed. Cash flow, revenue, basket size, acquisition, loyalty, and brand awareness all stand to benefit.
I started Gift Card Labs to help businesses realise and deliver on the full value of their gift card program.
Why? Well, for a category in high growth, there's an awful lot of unmet potential out there. I stand firm that brands can do better, and consumers deserve better. And that's exactly what I've been delivering on for the last decade, in-house and distributor-side, with brands including Event Cinemas, Amazon Australia, IKEA, Airbnb, and Roblox.
Whether you're assessing market fit, launching a new program, seeking to step-change an existing one, or needing an experienced pair of hands for anything in between - I'm ready to jump in.
Marc Knevett
Founder & Consultant
Gift Card Labs
10+
years industry experience
40+
programs supported
$1B+
career issuance managed
AU & NZ
market experience
Support
How I can help across the three core disciplines of your program.
Product Strategy
Creating product roadmaps that ensure design, denomination, and feature mix work to lift spend and yield.
Creative Guidance
Supporting effective creative development for high-impact core, seasonal, and concept ranges.
Gift Packaging
Developing packaging options that create upsell value and elevate the gift experience.
Digital Experience
Optimising purchase flow, personalisation, digital wallet, and redemption mechanics.
Inventory Management
Managing inventory needs, from forecasting through to delivery, ensuring reliable and efficient supply.
Platform Infrastructure
Sourcing, negotiating, and supporting implementation of processor capabilities that power issuance.
Security & Compliance
Supporting statutory compliance and fraud mitigation to safeguard program integrity and revenue.
Terms & Policies
Structuring product terms and policies that ensure a clear and consistent customer experience.
Go-To-Market
Building launch strategies, workback schedules, and aligning partner readiness for new product roll-out.
Services
Flexible pathways to get your program moving.
Audit
Review your program's presence and impact within the market.
You'll receive a detailed report with scoring and directional feedback that guides improvement.
+ Includes a 40-criteria competitor benchmark against three brands of your choice.
Advisory
Flexible, real-time guidance where it's needed.
I work with your team to understand challenges, explore options, and support informed decision-making.
Project
Defined outcomes, planned and delivered.
I bring subject matter experience and independent perspective to strengthen decision making, solve problems, and deliver results that meet the brief.
Contact
Whether you've got a specific need in mind or would like to explore your options, I'm available for a friendly no-obligations chat.
Just fill out the contact form (or email directly) and I'll get back to you.
Melbourne, Australia