Hong Kong-based stored value gift card program provider ValuAccess has selected VeriFone’s PAYware GiftCard as the technology platform for its gift card system. Enabling retailers to sell and accept gift cards in their stores, the system was initially rolled out in Hong Kong and is planned for other major urban areas across China and the rest of Asia.

ValuAccess’ concept, known as a Gift Card mall, is already well proven in the United States and gives the distributing retailer the opportunity to achieve additional revenue from a very small store area. Its system also enables retailers to operate a full-featured loyalty programme using the same gift card and infrastructure.

PAYware GiftCard is a comprehensive gift card management system that enables retailers and specialist gift card providers to design, launch and operate an in-house, end-to-end electronic gift card program. Using the system, ValuAccess is able to distribute the gift cards; process gift card and loyalty point transactions; and manage the complete business from end-to-end, thus eliminating the need for third-party external agencies.

ValuAccess has already signed up a number of major retailers and leisure organizations. These include HMV, the Dymocks bookstore chain and the Hong Kong trade development council’s Design Gallery. ValuAccess has also introduced a Cinema Card for Edko Films Limited, Hong Kong’s largest cinema operator, which runs cinemas under the AMC, Broadway and Palace brands. Cinema customers are able to buy tickets and book reservations online using the gift card. ValuAccess’s gift card mall distribution network already includes approximately 800 7-Eleven stores throughout Hong Kong.