On Magento’s blog we can see Magento Enterprise Edition’s gift cards and customer store credits explained. Three ways these can make your store and story better by improving eCommerce functionality:

1. Store credit can be used as a basis for loyalty programmes.
2. Gift cards you offer in real life / in other channels can now also be bought in your eCommerce platform, increasing the consistency of your marketing message.
3. Remind people and especially everybody who has used gift cards at your shop in the past, to give one as well. The act of receiving a gift inspires the act of sending one.