Protecting ASDA’s retail gift cards with secure wrap
ASDA Secure Wrap Gift Card Carrier
Retail gift cards are often designed to sit on open display, making them easy for customers to browse and purchase. Large advertising areas and striking designs help attract attention and encourage sales, particularly within busy retail environments.
But creating products that are easy for customers to access also creates a challenge. As gift card draining continues to rise in the UK, visible barcodes and activation details can leave shelf-based products vulnerable to fraud.
For retailers, the challenge becomes how to improve security without losing the visual appeal that helps gift cards sell, while avoiding bulky solutions that add cost, reduce display impact and complicate the customer experience.
Our Solution
In 2014, Certus Card Group took on that challenge with ASDA, developing a secure wrap designed to protect gift cards while maintaining the retail presentation customers know and recognise.
The Secure Wrap solution protects easy-to-target barcode information by attaching the gift card inside a printed carrier which is sealed closed. Each carrier includes an activation strip that is removed at the point of sale, giving the cashier access to activate the card with minimal disruption.
At this point, any carrier showing signs of interference or missing the activation strip can be safely removed from circulation, helping give customers confidence that the card they are purchasing remains uncompromised.
The design also ensures the gift card remains enclosed within the carrier after activation, leaving the front panel undisturbed and retaining a strong visual presentation designed for gifting.
ABOUT
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Working with Certus, we introduced the Secure Wrap solution to strengthen product security while maintaining the strong shelf presence and simple customer experience that are so important in a retail environment. The format has proven to be an effective way of helping reduce fraud risks without compromising the appeal of our gift card range.
To date, the Secure Wrap remains one of ASDA’s core products for in-store display, with Certus Card Group continuing to produce more than 1.4 million cards each year.
Certus also continues to work with ASDA on secure solutions for other distribution routes, helping ensure products remain protected as retail formats and customer buying habits continue to evolve.
Find Out More
Speak to our team to explore how we can help you to secure your Gift Card programme against fraud.