CashStar, a digital gifting and incentives company, today announced that it has added mobile web gift card purchasing to its digital gifting platform.

"With this new capability, we're enabling innovative retailers such as Williams-Sonoma to provide an enhanced user experience and further drive incremental sales," said CashStar CEO David Stone in the announcement.

"Given the rapidly growing eGift Card market, this new product will help to ignite mobile commerce and payments simultaneously," Stone said.

"Our customers are increasingly making purchases through their smartphones, so it is important that we give them a high quality, easy-to-use and seamless mobile gifting experience," said Williams-Sonoma Inc. CMO Pat Connolly in a statement. Connolly said Williams-Sonoma will be rolling out the eGift Card solution across all five of its brands.

The CashStar eGift Card program lets consumers choose a gift card design, include a personal message and select delivery timing, either immediately or at a later date. For retailers, the CashStar solution enables them to provide a seamless experience to customers and offer promotional offers optimized for a mobile experience.

The CashStar mobile-optimized purchasing supports iPhones, Blackberry smartphones and Android devices.

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