Transaction Wireless Inc. this week announced an agreement with Fifth Third Processing Solutions LLC to enable broader distribution of the San Diego-based mobile-commerce company’s customizable electronic gift cards.
Fifth Third is providing Transaction Wireless’ wGiftCard technology as an option to its merchant customers through its core processing platform; merchants opting to use the service will pay a fee to Transaction Wireless. Merchants, in turn, typically offer the gift cards to customers at no extra fee.
Transaction Wireless says the unusual twist its technology offers compared with other online gift cards is its compatibility with 98% of U.S. mobile handsets and its customization features. Purchasers may personalize any of its gift cards through recorded voice greetings, videos or photos.
“A lot of the electronic gift cards out on the market can only be used with certain smart phones or iPhones, but our technology can be adapted for any modern mobile phone,” says a Transaction Wireless spokesperson. Certain gift card-customization features are not available with phones lacking video or photo capabilities, but the bar-code feature works on most “modern” phones, she notes.
Consumers may purchase WGiftCards online and send them to recipients via e-mail. Consumers also may opt to send a text message alerting the recipient of the e-mailed gift card. The e-mail contains a code recipients may use to access account funds for purchases online or through a scan at the point of sale. They also may print out the codes to use at the point of sale.
WGiftCards usually arrive no later than four hours after purchase, depending on the wireless carrier, the Transaction Wireless spokesperson says.
If the recipient does not use the entire amount in the gift card account, merchants can opt to deliver the balance to the recipient via a plastic gift card, or the recipients may store the balance in the wGiftCard system for future use.
Merchants also may adapt the wGiftCard program to support their own promotions, marketing and loyalty programs, Transaction Wireless Group says.
“Our relationship with Transaction Wireless enables our merchants to reach their valued customers on a very personal level–through their ‘always there’ mobile device,” Donald Boeding, Fifth Third Processing president of merchant services, said in a statement.
Kansas City, Mo.-based AMC Entertainment Inc. and Springfield, Mo.-based Bass Pro Shops Group are among retailers already were offering Transaction Wireless’ wGiftCard technology before Fifth Third’s announcement.
