It’s one way they turn one-offs into steady customers.

Aggressively forward-thinking Warby Parker is bullish on one of the oldest tricks in the marketing book: gift cards. “Because people are shopping on Pinterest or Instagram or another retail site, but they aren’t shopping in the same way on any of those platforms,” says exec Chris Maliwat, making gift cards an “effective way to get them to hop on deals or products wherever they happen to find them.”

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