Earlier this week, digital gift card provider CashStar debuted Tactile Unwrapping, a new interactive module that is part of the company’s digital gifting platform. This new module can be configured so that gift card purchasers or givers can select wrapping paper, add a handwritten message, and virtually “wrap” a digital gift card that is delivered through CashStar. Gift card recipients simply “unwrap” their gift cards by using their fingertips on their touchscreen devices, or with a click of a mouse on desks and laptops.
Ben Kaplan, president and CEO of Portland, ME-based CashStar, told IncentiveMag.com that the impetus for developing Tactile Unwrapping was motivated by a desire to make the digital gifting experience more personalized. “We asked ourselves, ‘How can the gifting experience feel as engaging, personalized, and tangible for something that’s delivered digitally?” He says, “That’s one thing we’re trying to do—to make that experience as rich as possible. Tactile Unwrapping really allows the gift to be revealed to the receiver in a way that mimics or follows a traditional unwrapping experience.”
The Tactile Unwrapping capabilities launched with several CashStar clients, just in time for the holiday season. They include QVC, Williams-Sonoma, Pottery Barn, and West Elm among others. The Tactile Unwrapping module was released in conjunction with a new, enhanced preview feature that helps convert buyers. These latest enhancements not only increase the conversion rate and transaction frequency, but also user satisfaction ratings of both giver and receiver of digital gift cards.