What Are Card Operating Rules and Why Do They Matter?

Gift cards have evolved significantly, from simple paper vouchers and plastic cards used only for in-store purchases to powerful, digital-first payment and engagement tools. However, many brands still operate gift card programmes with rigid, one-size-fits-all systems, limiting their potential to drive engagement and revenue.

This is where Card Operating Rules (COR) come in. COR allows brands to define, customise, and control how their gift cards function—dictating everything from expiry policies to redemption locations, load limits, and security measures. The ability to apply these rules flexibly and dynamically can transform a gift card programme into a business growth engine.

With the upcoming launch of Savvy Elevate, we are introducing a next-generation platform that maximises flexibility, automation, and scalability in stored value card processing. By leveraging these advanced capabilities, brands can enhance customer experiences, expand product offerings, and future-proof their gift card programmes.

1. The Evolution of Gift Cards: Why Rules Matter More Than Ever

Gift cards were once static, standalone products—tied to a specific store, available in a fixed denomination, and limited to a single-use purpose. Early gift card systems were often modular add-ons to POS software or eCommerce platforms, designed to facilitate basic transactions without flexibility.

But today’s consumers expect more. They want:
✔ Multi-channel redemption—online, in-store, and across partner networks.
✔ Personalised offers and promotions—such as targeted discounts and loyalty rewards.
✔ Security and fraud prevention—to ensure safe transactions in an increasingly digital world.
✔ Convenience and seamless experiences—including integration with mobile wallets and digital payment platforms.

Without modern, flexible card operating rules, brands miss out on the opportunity to adapt to evolving consumer behaviour, run sophisticated promotions, and increase revenue potential.

2. What Are Card Operating Rules (COR)?

Card Operating Rules define the conditions under which stored value cards (including gift cards, loyalty cards, and digital vouchers) can be used.

These rules cover a wide range of parameters, allowing brands to fine-tune their programmes to match business needs and customer expectations.

✔ Load Restrictions – Set minimum and maximum values for card balances.
✔ Redemption Rules – Define whether a card can be used for one transaction or multiple redemptions.
✔ Time-Based Usage – Restrict redemptions to specific days, timeframes, or promotional windows.
✔ Cross-Border and Cross-Currency Controls – Allow or deny card use across different countries and currencies.
✔ Expiry Policies – Choose between fixed expiry (e.g., 12 months) or rolling expiry (e.g., resets upon use).
✔ Security Measures – Apply real-time fraud detection, geo-restrictions, and authentication protocols.

Through Savvy Elevate, brands can automate these rules, adjust them dynamically, and measure their impact in real time.

3. Why Do Card Operating Rules Matter?

1. They Enable Maximum Flexibility & Customisation
   • Brands can create multiple types of stored value products, from standard gift cards to limited-time promotional cards, employee incentives, and digital wallets.
2. They Enhance Customer Engagement & Sales
   • Time-limited redemptions, location-based offers, and seasonal promotions can drive higher customer participation and increased basket sizes.
3. They Improve Fraud Prevention & Security
   • Advanced rules can prevent unauthorised use, enforce authentication checks, and provide real-time fraud monitoring.
4. They Ensure Multi-Channel Compatibility
   • Customers can redeem gift cards seamlessly across different sales channels, whether online, in-app, or in-store.

4. Future-Proofing with Savvy Elevate

At Savvy, we understand that the future of stored value is about control, flexibility, and scalability. Savvy Elevate is designed to modernise and optimise gift card programmes, giving brands unprecedented levels of configuration.

✔ Dynamic Rule Adjustments – Modify redemption policies, load limits, and security measures in real time.
✔ Advanced Analytics & Insights – Track activations, redemptions, and customer behaviour for data-driven decision-making.
✔ Scalability Beyond Gift Cards – Expand into incentives, loyalty, and rewards programmes effortlessly.

💡 How would you build yours? With Savvy Elevate, brands no longer have to settle for static, outdated gift card programmes. They can design, optimise, and measure their own custom stored value solutions—tailored to their business needs.