Digital gifting and incentives company CashStar and UK electrical retailer Comet have announced the launch of Comet’s eGift Card programme, which they claim is the first-full featured digital gifting experience in the UK. The service enables customers to create digital gifts, personalised with messages and photos. Consumers can send eGift Cards via email, Facebook or mobile. CashStar’s platform is also the first and only eGifting solution to integrate with the Passbook app in Apple’s iOS 6 platform.

Comet is the first UK retailer to join CashStar’s network that includes more than 250 brands in the US and Canada, including The Body Shop, Gap, Groupon, T.G.I. Friday’s, Pottery Barn, Staples, and Starbucks.

Mobile and digital couponing specialist Eagle Eye is providing integration services with Comet’s existing POS systems to enable in-store and online real-time validation and redemption of eGift Cards.

“eGift Cards are increasingly popular in the consumer electronics industry and we’re seeing a growing demand from our customers,” said Scott Evenden, general manager, corporate sales at Comet. “With Christmas less than three months away, enhancing the digital and mobile gift experience is one of our top priorities. CashStar’s digital gifting makes it possible for us to offer customers unique personalisation features, a fantastic recipient experience and end-to-end mobile optimisation.”

David Stone, co-founder and CEO of CashStar, added: “Consumers’ lives have gone digital and mobile and so have their gift cards. The Christmas period is critical and profit margins have been tighter than ever for the retail industry. CashStar is launching its innovative eGift technology in the UK just in time for retailers to get up and running before the busiest months of the year. Comet is the first of many retailers in the UK that will offer the benefits of eGift Cards to consumers.”