Did you know some gift cards are redeemable at locations other than the brand printed on the card? It's true and it's a great feature because it results in more redemption opportunities.
For example, the Sears Gift Card can also be used at Kmart and Land's End. Sears can do it because all three brands are owned by Sears Holdings Corporation (NASDAQ:SHLD). You'd think all companies operating multiple brands would take advantage of their structure and offer such a feature in their gift card program.
We recently scored the Cheesecake Factory Gift Card and discovered you can not redeem the card at their Grand Lux Cafe or RockSugar Pan Asian Kitchen locations, too bad. It's a missed opportunity to strengthen their gift card program and Cheesecake Factory is not alone.
Thankfully several companies, such as, Darden Restaurants get it; their gift cards can be redeemable at any Darden restaurant chain. Think about this: you just received a Red Lobster Gift Card from your brother-in-law (he doesn't know you hate seafood). However, you're happy because you discover dinner doesn't have to be seafood because you can also redeem the gift card at the Olive Garden!
Or perhaps your that brother-in-law who is unsure what to give; if you stick with giving a gift card which is redeemable at multiple brands, the chances are better you're recipient will enjoy the gift and you won't look like an impersonal, self absorbed, lazy...you get the picture.
Simply put: a gift card which can be redeemed at multiple brands makes for a better gift. Here's a list of all the 'Also Redeemable At' Gift Cards we've identified on ScripSmart.