Kuala Lumpur:Pine Labs has extended its technology partnership with Woolworths Group, strengthening its role in managing the retailer's gift card ecosystem. This expansion enhances platform capabilities, deepens application programming interface (API) integrations, and supports new digital stored-value experiences.

According to BERNAMA News Agency, The collaboration, facilitated through Pine Labs' Qwikcilver subsidiary, focuses on bolstering the technology platform that supports Woolworths' gift card programs. The partnership aims to enhance platform capabilities, integrate technology more deeply, and evolve gift card experiences across both physical and digital channels.

B Amrish Rau, Pine Labs' Chief Executive Officer, emphasized the partnership's focus on providing adaptable technology infrastructure to support increasingly digital and omnichannel gift card experiences. He stated that the expanded technology foundation would support new gift card experiences and stored-value use cases.

Pine Labs' Qwikcilver platform manages the lifecycle of gift card products, including issuance, processing, and transaction management, while supporting omnichannel program capabilities. Its API-led, modular architecture enables Woolworths to integrate gift card functions with its broader commerce ecosystem and progressively implement new use cases using existing technology infrastructure.

The partnership will aid in modernizing Woolworths' gift card infrastructure with enhanced API integrations, greater scalability, and improved digital program capabilities.