Visa and EML Payments Join Forces to Transform Digital Gift Cards for Shopping Centers

In a strategic partnership, EML Payments Limited, a leading payment solutions provider, has joined forces with Visa, a global leader in digital payments, to introduce a private label digital gift card solution for its extensive shopping center and multi-retailer customer base in the United States and Canada. This collaboration aims to offer a secure and convenient gifting experience, leveraging secure mobile authentication to enable customers to effortlessly purchase and instantly deliver gift cards online.

Vanessa Colella, SVP and Global Head of Innovation and Digital Partnerships at Visa, highlighted the changing landscape of payments, stating, «Payments are evolving. Our clients and partners are looking for digital-first capabilities to help serve their customers. We’re proud to work with EML Payments to bring the security, convenience, and familiarity of mobile wallet payments to the gift card segment.» (Source: EML Payments)\

The introduction of digital gift cards with Visa marks a significant milestone for EML Payments. Ailie Kofoid, Group Executive Gifting at EML Payments, expressed her enthusiasm, stating, «Introducing digital gift cards with Visa revolutionizes gifting.» This collaboration allows businesses to adapt to the digital age and prioritize customer loyalty by providing a seamless digital experience that resonates with younger generations. Furthermore, it enables them to explore new product offerings and leverage technology to reduce administrative costs.

EML Payments has been working alongside Visa since 2017, successfully introducing private-label gift cards to the US and Canadian markets. With this enhanced relationship, EML Payments aims to continue providing its clients with cutting-edge solutions while promoting an Environmental, Social, and Governance (ESG) message of reducing plastic waste through innovative digital products.

As businesses strive to meet the evolving needs of their customers, a fully digital gift card solution offers scalability and accessibility. By embracing digital-first capabilities and leveraging secure mobile authentication, EML Payments and Visa are at the forefront of revolutionizing the gifting experience, ensuring convenience, security, and customer satisfaction.