BHN (Blackhawk Network) has entered a partnership with M&S to launch the retailer’s first self-serve B2B eCommerce platform, with a particular emphasis on combatting attempted fraud.

In short, the retailer will now have a self-service ecommerce platform that B2B buyers can access at any time to complete gift card orders.

The platform will allow B2B buyers to register on the site, with BHN responsible for running the relevant fraud checks. Once complete and approved, the buyer will be granted access to M&S B2B gift cards, and a range of product and delivery options to suit their needs.     

The growth of digital transformation within the gift card sector was a driving factor for M&S to invest in the platform. BHN will support M&S with several elements of its B2B programme – from customer service, hosting, and fulfilment, through to mitigating risk and fraud.

M&S and BHN have a longstanding relationship across other sales channels including physical and digital distribution and incentives. 

Heather Rogers, VP Business Development EMEA & APAC, BHN said: “M&S is one of the leading brands in the UK and one of the most popular gift cards in the UK market. As such, this is a significant win for BHN. The B2B gift card space has become the dominant force in the UK market, and we see some great opportunities to help M&S harness this growth. We feel that the platform and service we are providing M&S with will really enable them to scale their B2B business and we are excited that a brand such as M&S has put its trust in us.”

Warren Humphries, Marks and Spencer, said: “As we reshape for growth, we are always looking for new ways to innovate and respond to evolving customer needs. Our gift cards are hugely popular and as the industry continues to digitalise, partnering with BHN on a self-serve ecommerce platform will help us deliver a more seamless experience for our B2B customers while supporting the growth of our gift card offer.”

Photo by Aleksandr Rebenkov on Unsplash