More than 40% of loyalty program reward points are never used. In part, because many points are earned for products or services rarely used. It is also true that many issuers of reward points have not deployed the smartphone-based redemption systems desired by a growing number of their customers. Giift created a global marketplace in 2012 to let consumers convert reward points they can’t use into gifts they want. Today, there are 25,000 merchants operating in 55 countries in the Giift marketplace. The company’s sales team works to bring smaller merchants into the marketplace so consu...