Plastic Jungle has announced plans to work with retailers to give gift cards issued from one retailer the ability to be used at others.  For instance, you would theoretically be able to use a Wal-Mart gift card to purchase something online from Target.com, although both companies would have to agree to this.

The move would be heavily dependent on signing up retailers to participate, and there is not necessarily a benefit to retailers doing so. Retailers get quite a benefit from holding the cash represented by gift cards (they get to use that money for free until the gift card is spent), often times gift cards go unspent and the company keeps the funds (unless the State grabs it), and gift cards have the additional benefit of usually causing consumers to spend more than the face value of the card when they are in the store.  So, why would a retailer allow their gift card to be spent at other locations?  The proof is in the pudding, so we will have to see how many retailers sign up for this service.