The gift card concept has become the choice for retailers across the country. Among the significant reasons are: No cash back, ensuring additional opportunities to solidify the customer relationship or retain funds and real time data capture.  Gift card transactions are processed in real time and may be used immediately after activation. Electronic gift cards are convenient, secure and as a branded "billboard in a wallet" establishes the merchant as the destination. With Focus Gift Cards, a merchant will gain more name recognition and exposure in the marketplace, further widening its existing customer base.