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This White Paper outlines the initial findings of this investigation and research (details of our methodology are set out at the end of this document). Its purpose is to help set out the major challenges and opportunities created by the rapid change in our sector, examining how we can reposition and better communicate gift cards to unlock their full potential. Also, where do we need to concentrate our efforts most urgently and which audiences are most in need of a better understanding? Finally, what evidence do we need to support that communication?