Brand Experience Study: Prepaid Gift Cards Boost Brand Experience by 71.4%

Munich, 15 April 2026

epay, in collaboration with SINC Novation  and brand consultancy Multisense, has conducted a new Brand Experience Study¹ examining the role of prepaid gift cards as a brand touchpoint. The study is based on a survey of 6,010 consumers in Germany. 

The results show that buyers and recipients of prepaid gift cards have a 71.4% higher brand experience²; this means that prepaid gift cards significantly strengthen brand perception across other touchpoints as well. The study also highlights a pronounced halo effect: the positive experiences with prepaid gift cards carry over to all other brand touchpoints, boosting their qualitative ratings by an average of 58.4%.

“Prepaid gift cards are still underestimated in marketing,” says Volker Patzak, Director of Business Development at epay. “Our study shows that they can create a brand experience comparable to a flagship store, while the costs are essentially borne by the customer. This insight therefore calls on brands to reassess the role of prepaid gift cards within their marketing mix — because they are among the most powerful brand touchpoints of all.”

Brand profile 130% stronger among prepaid gift card buyers 

The study further demonstrates that the brand profile among buyers of prepaid gift cards is 130% stronger than among consumers who are merely familiar with the brand and have not used a prepaid gift card. Among recipients, this figure stands at +116%. The findings show that prepaid gift cards do not merely function as a transactional instrument, but rank among the most underestimated and most effective brand touchpoints.

Prepaid gift cards also have a measurable impact on revenue. Between 15% and 32% of purchases would not have occurred without their use. This conclusion is based on an analysis of five focus brands, each of which is a leader in its market. As “branded money,” prepaid gift cards influence not only transactions, but generate additional demand, shape expectations, alter price perception, and increase basket values. This creates positive cash flow effects and makes prepaid gift cards a particularly valuable element in the marketing mix: a self-financing brand touchpoint that strengthens brand power while simultaneously delivering measurable economic impact.

Overall, the study makes clear: prepaid gift cards are among the most important brand touchpoints. “Prepaid gift cards are far more than a payment method — they significantly increase the visibility and relevance of a brand in the minds of consumers,” says Volker Patzak. “Whether purchased for oneself or as a gift, prepaid gift cards are among the few touchpoints that build brand strength, influence purchasing decisions — and do so in a way that is nearly self-financing.”

A white paper with further information on the study is available here https://www.stores-shops.de/whitepaper/bm-study-en/ 

¹ Methodology of the BX Study 

The BX Study is based on a quantitative online survey of 6,010 consumers in Germany covering five focus brands. Several leading retail brands were examined. Buyer and recipient groups of prepaid gift cards were analyzed in comparison to brand-aware consumers who do not use prepaid gift cards. Relevance, experience reach, experience quality, and implicitly measured brand associations were evaluated across 30 touchpoints.

The focus brands are: 

• Europe’s leading electronics retailer 

• A leading international online marketplace 

• A globally leading home furnishings group 

• A European omnichannel provider for premium beauty 

• Europe’s leading online platform for fashion, beauty and lifestyle 

² Definition of Brand Experience Volume 

captures the totality of people’s encounters with a brand. It is created through brand content and brand signals experienced at brand touchpoints. The brand experience volume quantifies the contribution of an individual touchpoint to the overall brand experience as the product of touchpoint relevance and experience reach.

About epay

epay, a Euronet business segment, is a leading global provider of payment processing and prepaid products and solutions. The company has built an extensive network of retail touchpoints in 66 countries, connecting brands with consumers around the world. The company offers a broad portfolio of services, products and solutions that support the distribution of payment, branded payments and mobile for more than 1,000 brand partners via commerce, e-commerce and m-commerce. As a provider of end-to-end solutions, epay delivers the technology and infrastructure to enable better payment solutions for partners and their customers worldwide. www.epayworldwide.com    

In German-speaking markets, epay has been at home for 30 years and is a brand of transact Elektronische Zahlungssysteme GmbH, a BaFin-licensed payment institution and independent network operator. From its base in the west of Munich, epay offers its global portfolio — comprising gift cards (prepaid, closed-loop systems, and digital media), corporate incentives (www.cadooz.com), and payment solutions (acceptance of payment cards, payment terminals, e-commerce, mobile and alternative payment, and Internet of Payment) for omnichannel retail — all from a single source via its own point-of-sale integration software. www.epay.de 

About SINC NOVATION 

The SINC NOVATION Group is a leading specialist in gift cards, smart cards, and information solutions. Our products convey both emotion and information. We provide consulting, development, and implementation of tailored services and solutions for renowned clients across sectors including public transportation, telecommunications, health insurance, financial services, FMCG, retail, online, and other industries. www.sincnovation.com 

About Multisense 

The Multisense Institute is a leading consultancy in evidence-based brand management, with a focus on multisensory brand coding and brand experience. Its proprietary single-source research approach, built on the BX Navigator® model, has been validated across more than 400 brands in over 50 categories. It integrates the latest insights from perceptual psychology, neuroscience, and global brand research to deliver a rigorous, decision-oriented foundation for managing brand performance. www.multisense.de 

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