Applebee?s is letting consumers buy their friends and family gift cards online and send them directly to the recipient?s mobile device.

The new mobile gift cards are convenient for last-minute holiday shoppers, who might have forgotten gifts for a friend or two. The mobile gift cards eliminate the need for a physical card that is often forgotten at home.

?This new service is really convenient because the buyer doesn?t need to physically go to Applebee?s to buy the gift card,? said Neil Strother, Kirkland, WA-based practice director at ABI Research.

?Traditional gift cards need to be physically on you in order to be used and redeemed,? he said. ?Having it on your mobile device means you don?t have to remember to bring it with you, since consumers rarely leave the house without their mobile phones.

?The potential for immediacy is greater. With a mobile gift card the consumer is sure to redeem the gift card and not leave in a drawer to be forgotten about or expire.?

The Applebee?s concept focuses on casual dining with mainstream American dishes such as salads, shrimp, chicken, pasta, and "riblets" which is considered Applebee's signature item. All Applebee's restaurants feature a bar area and serve alcoholic beverages, except where prohibited by law.

ABI Research is a marketing research firm based in Oyster Bay, NY. The organization provides research on mobile devices, networks and services.

Mr. Strother was asked to comment on this story based on his expertise in the mobile space.

Mobile gift cards
Here is how the Applebee?s mobile gift cards work.

Consumers can go to the gift card section at http://www.applebees.com. From there, they can design and purchase a gift card.

Gift givers can also do so from the Applebee's Facebook fan page.

Buyers have the option of sending the card to the recipients via email or to their mobile devices.

Although email is the more traditional method, it takes a lot more effort to redeem. Consumers have to print out the email and remember to bring it the next time they go to Applebee?s

With the mobile gift card, consumers have it with them whenever they are out and about. And, they can use it even if they did not plan to go to Applebee?s but just happened to end up there.

Personalization
Applebee's gift cards allow gift givers to personalize the card with everything from a photo to a personally recorded message.

The full line-up of features for Applebee's digital gift cards includes:

? Customization - add a personal message, even audio
? Instantaneous - perfect for the last-minute shopper. Can also set up for timed/future delivery
? Text notification - let the recipient know right away or time the delivery of a receipt
? Ability to buy, send and post on Facebook

The Applebee's gift cards are redeemable at nearly 1900 United States and Canadian locations.

"With mobile gift cards, you will always have them with you," said Andy McGowan, director of communications at Firethorn Holdings, Atlanta, GA. "Also, if you were to lose your physical gift cards, they are gone. With [mobile], they are on your mobile device for use at any time."

Final take
A lot of retailers are using mobile gift cards this holiday season
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