Unlike an open loop card, which works anywhere that accepts a major payment network like Visa or Mastercard, a closed loop card is limited to a particular merchant’s ecosystem. These cards are popular because they’re simple, convenient, and often used as thoughtful gifts or promotional tools.
When someone gives you, say, a Starbucks or Target gift card, you can use it to make purchases only at those stores or on their websites. This restriction makes closed loop cards valuable for both consumers and businesses: they promote brand loyalty while simplifying payment management.
Understanding Closed Loop Cards
Closed loop cards are merchant-specific payment tools that function much like digital wallets tied to a single brand. They are issued directly by retailers or store chains and are used exclusively within that ecosystem.
Unlike debit or credit cards linked to a bank account, closed loop cards hold a preloaded balance that the customer can spend at participating locations.
Closed loop cards have restricted usability — they can’t be swiped or used outside of the issuing merchant’s network. This might seem restrictive, but it’s what allows merchants to maintain control over redemption, offer store-specific promotions, and strengthen their direct relationship with customers.
In essence, closed loop cards are a streamlined retail payment option, built for convenience and brand loyalty rather than universal access.
How Closed Loop Cards Work
When you purchase or receive a closed loop card, it typically comes with a preloaded balance. Once activated, you can use it immediately for purchases within that brand’s ecosystem.
Here’s a simple breakdown of the process:
Activation
The card is activated at the point of sale or online, linking it to a unique balance ID in the retailer’s system.
Transaction
During checkout, the card interacts with the merchant’s point-of-sale (POS) terminal. The system verifies the card’s balance, approves the transaction, and deducts the correct amount.
Balance Management
The customer can check remaining funds through the store’s website, app, or receipt. Many retailers also allow you to combine balances or store them in digital wallets.
Expiration and Refunds
While most closed loop cards do not expire, some may have inactivity fees after a certain period. Refunds for returned items are usually credited back to the same card.
Many brands also allow you to use your card for online purchases, provided you stay within the same retailer’s digital platform. Whether it’s buying clothes through Zara’s website or coffee through the Starbucks app, closed loop cards integrate seamlessly into branded purchasing experiences.
Benefits of Closed Loop Gift Cards
Closed loop gift cards offer benefits for both shoppers and businesses.
For consumers:
- They’re an easy, secure, and cash-free way to make purchases.
- They make excellent gifts for holidays, birthdays, or special occasions.
- They often come with promotions or bonus offers, like an extra $10 when you buy a $100 gift card.
For businesses:
- They encourage repeat purchases, keeping customers coming back.
- They increase brand visibility and loyalty through gifting.
- They’re easy to manage, track, and integrate into store systems.
- They can be tied into loyalty programs or seasonal campaigns.
In short, closed loop gift cards act as mini marketing tools. They drive engagement, increase revenue predictability, and give businesses valuable insights into consumer spending behavior.
Closed Loop vs. Open Loop Cards
While they might look similar, the difference between closed loop and open loop payment systems is significant.
| Feature | Closed Loop Cards | Open Loop Cards |
| Usability | Single merchant or brand | Multiple merchants, globally |
| Issuer | Retailer or store | Bank or financial institution |
| Reload Options | Sometimes reloadable | Often reloadable |
| Acceptance Network | Proprietary store network | Major networks (Visa, Mastercard, etc.) |
Essentially, closed loop cards are ideal for loyalty programs, rewards, and brand engagement. They’re about nurturing a relationship between the business and its customers. Open loop cards, on the other hand, are more versatile and suited for general-purpose spending, such as travel or bill payments.
For example, a company might issue closed loop gift cards as part of a seasonal promotion, while an individual might use an open loop prepaid card for everyday expenses. Both serve valuable but distinct roles in today’s payment ecosystem.
Business Applications and Consumer Use Cases
Closed loop cards have evolved beyond simple gift-giving tools. Today, companies use them strategically for a variety of business and consumer purposes.
Business applications include:
- Employee incentives: Rewarding staff with store-specific cards that promote engagement and satisfaction.
- Customer refunds and returns: Offering store credit instead of cash refunds keeps spending within the brand.
- Loyalty rewards: Linking closed loop cards to loyalty points encourages repeat visits.
- Promotional giveaways: Using branded gift cards as marketing tools during campaigns.
Consumer use cases include:
- Budgeting: Parents can give teens a store-specific card to manage spending responsibly.
- Gifting: A thoughtful yet flexible option for friends and family.
- E-commerce: Useful for purchasing digital products or subscriptions within a particular platform.
Because closed loop cards maintain spending within the brand, they’re also excellent tools for cost control and brand retention.
The closed network means the retailer captures full transaction data, which can then be analyzed to improve offers, pricing, and promotions. This data is often processed using payment middleware, ensuring smooth communication between POS systems, loyalty platforms, and accounting databases.
Drawbacks and Limitations
Despite their advantages, closed loop cards do have a few downsides.
- Limited acceptance: They can only be used at specific merchants.
- No cash withdrawal: You can’t use them at ATMs or for cash advances.
- Expiration or inactivity fees: Some cards may lose value over time if not used.
- Non-transferable balances: Leftover funds usually can’t be transferred or consolidated easily.
To get the most value out of your closed loop cards, always keep track of balances, register your card if possible, and note expiration or inactivity policies. If you receive one as a gift, plan your purchases early to avoid letting funds go unused.
How to Get a Closed Loop Gift Card
Getting a closed loop gift card is easy and can be done in several ways:
- Direct from retailers: Most major stores sell physical and digital gift cards at checkout counters or through their websites.
- Authorized resellers: Gift card kiosks and online platforms like Amazon or PayPal often feature store-specific cards.
- Corporate reward programs: Many businesses offer gift cards as part of incentive or recognition programs.
Activation is usually automatic upon purchase, though some require online registration for balance protection or reissue in case of loss. Balances can be checked through the retailer’s website, app, or in-store terminals. While most closed loop cards aren’t reloadable, a few merchants allow reloading for loyalty or prepaid use.
Some retailers even partner with a payment processing provider to handle card issuance and transaction data, ensuring that every purchase is secure, trackable, and compliant with industry standards.
For consumers, closed loop cards are practical, secure, and often come with perks. For businesses, they’re a proven strategy for engagement and retention. In a world increasingly driven by digital payments, closed loop cards are proof that sometimes, less flexibility brings more focus and stronger customer relationships.
Frequently Asked Questions (FAQs)
What is a closed loop card used for?
A closed loop card is used to make purchases exclusively at a specific retailer or group of affiliated merchants. It’s essentially store credit limited to that brand’s ecosystem.
Can closed loop cards be used online?
Yes, many retailers allow their closed loop cards to be used on their official websites or apps, as long as the online checkout system supports that card type.
Do closed loop gift cards expire?
Some closed loop gift cards may have expiration dates or inactivity fees, depending on local regulations and store policies. It’s best to check the card’s terms or contact customer service for details.
Can I reload a closed loop card?
Most closed loop cards are non-reloadable once the initial balance is spent. However, certain loyalty or membership programs may allow customers to top up or reload funds.
How do I check my closed loop card balance?
You can usually check your balance through the retailer’s website, mobile app, in-store kiosks, or by calling their customer service hotline.
References
Berg, N. (2021). Why do firms sell gift cards although consumers prefer … Journal of Business Research, 131, 233-245. https://doi.org/10.1016/j.jbusres.2019.07.038
Keitel, P. (2008, July). The laws, regulations, guidelines and industry practices that protect consumers who use gift cards. Federal Reserve Bank of Philadelphia. https://www.philadelphiafed.org/-/media/frbp/assets/consumer-finance/discussion-papers/D2008JulyGiftCard.pdf
“Closed-loop vs. open-loop gift cards: What shopping centres should know.” (2025, August 29). Giftify. Retrieved from https://www.giftify.me/resources/closed-loop-vs-open-loop-gift-cards-what-shopping-centres-should-know
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