You’re likely correct about a ‘unit’ structure within Disney, though I wouldn’t have a clue which unit gets charged the losses. The broader point is paying
DVC dues is a really inefficient use of Gift Cards
for Disney as a whole.
The 85-90 cents on the dollar is fairly typical in the industry. I admittedly kept it simple in my original post but there’s also production, distribution, and integrator costs. There’s also incremental support costs, some fraud losses, and Disney has their own self-serve site to combine/manage gift cards that they maintain (though the site maintenance is probably trivial). Retailers take a cut beyond their own payment processing fees, too.
Where gift cards deliver value for merchants (e.g., Disney) is the redemption delay, which your post highlights well, and incremental sales.
For incremental sales, there’s 4 main flavors:
- ‘True gifts’ where the recipient wouldn’t have bought the item without receiving the card as a gift.
- Splurge situations, like getting a larger coffee at Starbucks or a mid-day treat because you have ‘free money’ from a gift card.
- Discount seekers, where the only way you’ll get them to buy XYZ is if they can get a discount, even if it takes a little work, thus an incremental sale.
- Customers who prefer the payment privacy or control of gift cards vs credit cards (doesn’t apply to some businesses)
For a DVC member who is buying GCs monthly-ish and redeeming them ahead of the auto payment, Disney gets essentially none of the benefit of the gift card business and all of the downsides.
There’s minimal activation/redemption delay for this payment pattern and how many ‘incremental dues payments’ are there due to gift cards being a payment option? DVC members are going to pay their dues no matter what. And for the edge case where gift cards really are a dealbreaker, that owner will sell (or worse) and be replaced by one where it’s not an issue.
Overall point: the gift card business has significant overhead compared to credit card or ACH payments. There are significant benefits to it for merchants (which is why they all do it), but those benefits don’t really apply for DVC dues payments made monthly.
Some analysis was probably done in Disney about gift card usage and monthly-just-before-autopay DVC dues payments was probably among the least efficient (for Disney) uses across the entire company. I wouldn’t be surprised if paying DVC dues with GCs is generally inefficient for Disney, too.