CashStar has created a marketing tool that allows merchants to use gift cards and other digital incentives to "reward loyalty, surprise and delight consumers, run flash promotions, and resolve service issues securely via social channels," according to a press release.

"CashStar Social Engagement addresses an important gap in social marketing and customer care," said CashStar's vice president of product, Gerry Gilbert. "This innovation finally gives marketers the tool they need to directly drive revenue and track ROI as they engage with consumers through social programs."

CashStar said that demonstrating the direct link to revenue in social programs has been a challenge for merchants. With CashStar Social Engagement, merchants have the ability to execute and track the impact of social promotions and customer remediation initiatives for each individual that is engaged via the social channel.

The CashStar Social Engagement capability is a new enhancement to the CashStar Marketing application and the CashStar Commerce prepaid commerce platform, according to the announcement. Merchants have the flexibility of using gift cards, promotional cards or other personalized digital incentives as the means for engagement. 

CashStar is demoing the product this week at ShopTalk in Las Vegas at its "Main Street" booth (#2T8D).