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Brookstone ramps up holiday strategy via mobile gift card initiative

November 9, 2011

Retailer Brookstone is letting holiday shoppers buy and send digital gift cards via their mobile devices.

The company is letting holiday shoppers buy and send the mobile gift cards to friends and family. Consumers can download Swagg in Apple’s App Store, Google’s Android Market and Amazon AppStore.

“Mobile shopping has grown 44 percent since 2010, and there are 83 million mobile phone Web users in the U.S.,” said Deirdre Zimmermann, vice president of marketing at Brookstone, Boston.

“Brookstone is engaging consumers through our mobile site, QR code integration, and social media,” she said. “Swagg is the perfect fit for these technology and quality-conscious consumers.

“Since smartphone apps are a huge lifestyle trend, we are featuring app-control products for this holiday season and Swagg is a great extension of this trend, as it allows consumers to see great deals from great brands all contained in one app.”

Brookstone is a product development company and specialty retailer of unique gifts.

Firethorn Mobile is a wholly owned subsidiary of Qualcomm Inc.

Swagg manages offers, and makes plastic gift cards and rewards digital.

Mobile celebration
To celebrate the new partnership Brookstone and Firethorn Mobile will conduct a national promotion Nov. 7 – 21, where consumers can enter to win a digital Brookstone gift card, ranging in value from $25.00 – $500.00.

More than 1,600 digital gift cards will be given away during the course of the promotion.

Consumers can enter the sweepstakes by downloading the Swagg application and entering the promotional code ELF11.

“Brookstone is the latest retail merchant for Swagg,” said Chip Fishburne, vice president of mobile commerce services at Firethorn Mobile, Atlanta.

“To celebrate Brookstones’s addition to our merchant line up in the app, we launched the Brookstone ultimate promotion,” he said. “We have seen that previous promotions with our other merchants have proven to be successful in driving adoption and engagement from mobile consumers.

“As the holiday season is right around the corner, the promotion will run through Nov. 21 and give consumers the chance to win one of 1,600 digital gift cards from Brookstone.”

Mobile gift cards
In addition to the ongoing promotion, Brookstone is letting consumers upload their gift cards to the Swagg application, as well as buy and send it to others.

The company is also offering offers within the app such as letting consumers take $10 off a $70 purchase.

Customers can use the offer in-store or online.

“Swagg is a good fit for Brookstone, as they view Swagg as an incremental sales channel that allows them to connect with the mobile savvy shopper,” Mr. Fishburne said.

“Brookstone also was interested because there is no upfront investment, it’s a pay-for-performance business model, and the ease of implementation,” he said. “Plus, Brookstone wanted to launch before the holiday shopping season to capitalize on the benefits of Swagg.”

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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