As I mentioned above, Happy Cards are powered by Blackhawk Network (BHN). Though you may not be familiar with that name, I would guess you have seen their flagship kiosks–Gift Card Malls (like the one pictured above) in grocery stores, department stores, gas stations and a variety of other merchants across the United States. (That’s just the tip of it. BHN sells gift cards and other prepaid products throughout the world as well). As such, the company has partnerships with nearly all of the top national stores and restaurants plus a number of regional and local ones as well. So when BHN wanted to give consumers more of what they want in a gift card (More Choices! No Fees!), they turned to their partner network to bundle brands together in a way that has never been done before. That’s how the relationships work, but what about the technology?
I have several blog posts that you can read to better understand how store gift cards (closed-loop) differ from Visa and Mastercard gift cards (open-loop or bank-issued). For the purposes of this blog post, let me explain a few things very simply. Stores and restaurants modify their own cash registers and payment processing systems in order to accept their own gift cards. Sephora, for example, has their own gift card program so Sephora gift cards are only redeemable in Sephora stores. Jamba Juice gift cards are only redeemable in Jamba Juice stores, and so forth. However, these same stores and restaurants can accept Visa and Mastercard gift cards by running the transaction as a debit or credit card–meaning they use their bank’s network to process bank-issued gift cards.
Happy Cards are processed like bank-issued gift cards so that the participating merchants can accept these cross-brand gift cards without changing their individual payment processing systems. That’s why Happy Cards have to be run as “credit” transactions rather than “gift card” transactions. (More on that below).