Nationwide roll-out follows successful trial
Asda is poised to introduce gift card centres at its 322-strong store portfolio following a successful trial.

The centres, which will be a prominent fixture in stores, will offer customers gift cards for services including iTunes and Orange, as well as attractions such as Alton Towers and the London Eye. The gift card areas are being launched in partnership with InComm Europe.

Asda gift card and voucher manager Amanda Farrell said: 'The gift card centre offers our customers a choice of different gifts for friends and family and allows them to tailor those gifts to recipients.'

InComm head of marketing Chris Burrett said: 'There is no doubt about the growing popularity of gift cards and we are delighted to be working with Asda.'