The GiftShelf application lets consumers by gift cards and send them via SMS or email. The application is available for free in Apple’s App Store.

“We wanted to create a true in-the-moment gifting solution that allows Chase customers to easily and instantaneously act upon their gifting needs with their Chase credit card or Ultimate Rewards points,” said Rob Rosenblatt, general manager of customer loyalty and innovation at Chase, New York.

“Any Chase cardmember who is constantly on the go, managing multiple activities at once and looking for products and services that make things more simple and easy,” he said. “This app work well for any kind of situation whether it is between friends acknowledging each other, a mother and daughter connecting across the country or a business colleague who wants to thank someone for a job well done.”

Chase operates more than 5,100 branches and 15,000 ATMs.

Holiday love
Other retailers who are participating include, The Gap, Banana Republic, Old Navy, Piperlime, Athleta, Lands’ End, On The Border Mexican Grill & Cantina, Maggiano’s Little Italy, Romano’s Macaroni Grill, Uno Chicago Grill, CVS/pharmacy, Papa John’s, The Container Store, Ninety Nine Restaurant and Finale Desserterie & Bakery.

When sending the gift cards, consumers can personalize the message for friends and family. 

Customers can pick out personlized messages

Consumers can pick from the various retailers participating

Customers can view who they sent gift cards to

“Chase is well aware of the high level of mobile engagement by our customers and we’re evolving to deliver a set of mobile applications and services on the various mobile platforms our customers are using – whether it is SMS, mobile browser or unique apps,” Mr. Rosenblatt said.

Consumers and gift card recipients can use their cards in-store or online via their smartphone.

“We’re getting the word out about the applications by reaching out to current customers as well as working with our retailer partners,” Mr. Rosenblatt said. “We have a number of projects underway to be sure to stay tuned.”

Final Take
Rimma Kats is editorial assistant on Mobile Commerce Daily, New York