The new focus on brand pages is aimed at positioning Wrapp as more of a loyalty-building tool for retailers versus solely focusing on social gift cards. To kick off the new brand pages feature, Wrapp is highlighting its partnership with Clarins via a $10 gift card that consumers can use on the beauty brand’s Web site.

“It’s based on the global expansion of Wrapp beyond social sharing to build a tool to help consumers and retailers connect deeper, and that is the reasons why we are building brand pages,” said Hjalmar Winbladh, CEO/cofounder of Wrapp, New York.

“It’s more of an infrastructure for the retailers,” he said.

Moving beyond gift cards
To launch the new features, Wrapp sent out an email that encouraged users to update their app in exchange for receiving a $10 coupon from Clarins.

Clarins is using Wrapp to push out gift certificates as part of a bigger marketing overhaul to target groups of younger consumers than it has traditionally, per Wrapp.

When consumers open up the Wrapp app, the Clarins offer is promoted at the top of the page.

The app then syncs with a user’s Facebook account to let consumers pick a few friends to send the gift cards to.

After selecting the recipients of the gift card, consumers can customize a message that is posted on their friend’s Facebook page with the details of the gift card.

When a gift is sent, the recipient can store the offer to the app’s built-in wallet and click on a button to copy the promo code.

Consumers can then shop from Clarins’ mobile site to apply their offer. Once a gift card is open, consumers have to use it or it will expire.

Users can then choose to follow Clarins via the app to opt-in for exclusive deals and offers, which also includes a link that directs consumers to the brand’s mobile site.

According to Wrapp, the new brand pages are meant to help retailers build groups of loyal fans.

For example, instead of only pushing deals to consumers that can be shared via social media, brands now have a page that serves as a hub for all of its content.

Retailers can then look at a user’s past behavior to target deals and offers to specific groups of users.

Mobile learnings
Wrapp originally launched in the United States last year (see story).

Then in February of this year, the company announced that it had distributed one million mobile gift cards (see story).

With the recent update, Wrapp hopes to align itself as a tool for long-term engagement with brands.

“I think we work with some of the largest retailers in the U.S., and everyone is excited and seeing a massive shift towards mobile and how that tool can build a new relationship with consumers to drive traffic into bricks-and-mortar stores and bring the brand into social conversations,” Mr. Winbladh said.

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York