Font get conned with Forever New gift cards

Forever New is an International store that has presence across South Drica and online,why is it that an elite store like this only offers customers gift cards that can be used in store? In a day and age of rapid digitization why should customers be forced to but in store when most of your special offers are online...All stores offer customers the opportunity to use gift cards online.. Is this a con? I would like to know what the reason for this is? Don't sell gift cards if you are going to restrict people to visiting a store. I live in Bloemfontein, there is only one store here,I have emailed your customer service to enquire if the card maybe used online...the response was No.

Highly pathetic for an international store