Egifter is pretty state forward, tho your idea could work since most giftcard sites aren't physical cards.
In most cases people are buying online if they are buying giftcards with btc.4
But yeah i can see the idea working but i think you should try to find some data on it.
Currently it is a gift card site that happens to take bitcoins. That is a great first step, I use it quite a bit.
I'm looking at it more as a bitcoin spending app that happens to use gift cards (as well as other means down the road).
I have always said that the most likely hybrid solution for spending bitcoins at most places is by letting retailers keep/create their own proprietary payment solutions and finding a method for Bitcoin to talk to each solution. This allows retailers to have control over their funding options and allows bitcoiners to spend their money in more places without the need for the credit card companies, KYC and banks.
We all want the final solution of being able to spend bitcoins directly at each retailer but for that to happen there has to be a large amount of people spending bitcoins in order to justify the transition for each retailer. Without a large amount of retailers accepting bitcoins there is not much justification in holding and spending bitcoins.
The goal of this app would be to be able to spend bitcoins at any location that accepts gift cards, coupon codes, etc. Online and in person.