With the new brands, the company aims to move into areas it had not previously represented, including quick-serve restaurants and gasoline.

“It adds to our ability to serve the economy with high-value and low-price offerings through Burlington Coat Factory, and fashion offerings through the Limited,” says Ed Shulkin, president of GiftCard Partners. “We think practicality is important with the economy being what it is.”

Incentive CardLab, the Dallas, TX-based provider of prepaid cards, has added retail store and e-gift cards to its incentive offerings. While the company has been offering exclusively Visa-branded cards, with this expansion it aims to provide greater choices and flexibility for reward programs.

“It really makes us a one-stop shop,” says David Jones, CEO of Incentive CardLab. “It stems from customers over the past few years who have been asking if we have gas cards or iTunes cards because Visa doesn’t always work for the promotion they are doing.”

The more than 250 new retail brands being offered include a wide range of stores and travel brands, including Best Buy, Lowe’s, Chevron gas cards, and Marriott Courtyard Travels gift cards. Incentive CardLab’s e-gift cards can be sent via email, allowing recipients to print them as needed (or reprint them if lost). The company is currently offering e-gift cards for 55 brands, including On the Border, BedandBreakfast.com, and JCPenney.

Jones says that variety allows Incentive CardLab to more adequately meet the needs of its clients, whether they are running employee, channel partner, vendor, or consumer incentive programs. For small businesses, which make up a significant portion of the supplier's client base, being able to avoid the $5.95 fee for the plastic on Visa cards may be an attractive offer, depending on the program they are putting together. Next year, the company plans to expand into offering gift cards of local restaurants and boutiques in recipients' regions.

“We’re working with local communities to add not just hundreds but thousands of gift cards,” says Jones. “They will be on the site before the next holiday season.”