CashStar, a digital gifting company, Thursday announced that its real-time digital gifting platform is now fully integrated with Google Wallet. The integration enables brands on the CashStar platform to offer digital gift card recipients the ability to save their eGift Cards to Google Wallet, where they can store and manage gift cards alongside loyalty program cards and offers.

CashStar's product and integration with Google Wallet is the latest example of how CashStar enables merchants to expand, enhance and control digital gift card distribution and brand experiences, according to a press release. Using CashStar to integrate with Google Wallet, retailers and merchants can:

• Interact with the wallet as the “Merchant” entity, ensuring the brand always owns the data
• Run reports of consumer behavior for deep insights
• Access location data for geo-location activities
• Deliver a recipient experience that drives consumers to install the retailer's mobile app
• Accelerate consumer redemption regardless of channel

"With the rapid growth of omni-channel retail, digital gifting and smartphone adoption, CashStar's vision is not 'mobile first' but rather 'mobile everything,'" Ben Kaplan, president and CEO of CashStar, said in a statement. "We are committed to delivering maximum value to retail and restaurant brands as they execute their mobile commerce and mobile marketing strategies in the evolving wallet ecosystem. By integrating with innovative wallet providers and native merchants apps, we provide a single flexible digital gifting solution that enables clients to control their brand experience, data and customer relationships."