When we launched the first product of the Choice gift card series(Introducing GiftChoice for Ultimate Gift Card Experience – A Product I am Proud to Lead), we knew we had something special. A gift card that lets people pick from multiple retailers! Gradually, the choice cards became one of the popular gift cards in the market(Choice is now one of the most popular brand in the UK Gift card market: New Challenges with the Platform) Now, another company has launched their own version, called LifeStyle, and they’ve placed it right next to ours on the store shelves. That’s right—our new neighbor in the gift card section is also trying to win over customers.
We Knew This Was Coming—So We Moved Fast
plan came to me in April 2018. The goal was clear: launch the product by November 2018 to capture the Christmas market. With other companies working on similar products, it was a race to be first in the market.
When the concept of the Choice platform came to me, we already knew competitors were working on the same idea. Our CEO gave us a clear mission: “You’ve got six months. Be the first to market”. By the end of 2018, we launched GiftChoice, just in time for Christmas shopping. Both Choice and LifeStyle do the same basic thing—they let people pick where they want to spend their gift card.
Competition? Bring It On!
Honestly, competition is a good thing. It means more people are interested in flexible gift cards, which means this market is growing fast.
But here’s the thing: we were first, we’re still the best, and we’re not slowing down. While LifeStyle is just getting started, we’re already working on our next big upgrade—on-demand retailer vouchers! Soon, when someone picks a store, we’ll get their gift voucher directly from the retailer, so we don’t have to keep stock. Faster, better, smarter.
So, am I worried about LifeStyle? Nope. Every time I walk into a store and see Choice next to their cards, I smile. It’s a reminder that we did something great—and we did it first.
Now, let’s see if they can keep up. 😉