Mercury Payment Systems has launched the Mercury StoreCard, an all-in-one mobile payments, gift, rewards and promotions card.

The Durango, Colo.-based payment processor said it wants to bring big box store marketing power to its customer base of small and mid-sized businesses. The Mercury StoreCard works with the merchant's existing POS system, allowing payments to be processed in the same way as other gift card transactions. This removes much of the effort needed to adopt new payment technology, Mercury said in a news release.

Consumers can use the Mercury StoreCard as a gift card or as a reloadable stored-value card to earn cash-back loyalty rewards on Mercury StoreCard purchases. The Mercury StoreCard can also be converted into a digital gift card via Apple Passbook or an Android marketplace app. This gives customers the option of paying for purchases with either their physical card or their smartphones.

Consumers can use their smartphones to view their Mercury StoreCard's balances, to reload their cards either manually or automatically, and to send custom-printed gift cards to their family and friends. They can also share promotional gift cards via social media.

"With the Mercury StoreCard, we're making gift card and rewards programs simple for the consumer to use and simple for the merchant to manage," Travis Priest, vice president of value added services for Mercury, said in the release.

The Mercury StoreCard will be available to select customers in February, with a broader rollout planned for mid-year.

Learn more about loyalty programs.