City Beach will dump expiry dates from all gift cards nationwide as of March 31.
City Beach COO Anita Dorwald said from that date, all customers in possession of a City Beach gift card would be able to redeem it at any of its nationwide store locations and its online store.
“This will apply regardless of when the gift card was purchased or the dollar value it holds,” Dorwald said.
“As well as refreshing our gift card design, from 31 March, we will embark on a comprehensive changeout of all old gift cards to make the purchase and redemption experience fairer, simpler and more seamless for all customers.
“When customers purchase a gift card, their intention is for the recipient to be able to enjoy the full value of the gift card.
“Eliminating expiry dates means gift card holders will enjoy complete flexibility to use them as they please, without having to worry about losing any residual balance.”
City Beach offers customers multiple gift card purchase and redemption points including instore, online, supermarkets and third-party marketplaces.
The New South Wales Government will introduce a mandatory minimum expiry period of three years for gift cards and gift vouchers sold to consumers in NSW from March 31.
“We decided to take this as an opportunity to scratch expiry dates all together, nationwide. When we first pitched the idea internally it was met with a resounding yes from all stakeholders,” Dorwald said.
“Gift card systems have evolved a lot since we first launched ours back in the early 2000’s, with financial structures that better manage the burden for retailers addressing contingent liabilities, so we feel it’s only right we pass these benefits onto our customers.
“The move means there is one less thing for our busy customers to worry about, giving them the flexibility to use our gift cards as and when it suits them.”