Smart Transaction Systems (STS) has made Mocapay its mobile marketing and payment platform of choice to help it add a new dimension to its gift and loyalty card business. Mocapay's platform allows for real-time mobile payments and promos at the point of sale.

Later this year, the two intend to launch a pilot program with a few of STS's retail clients. The integration of the Mocapay platform means that the STS card issuers can let consumers access their gift card funds, make purchases, generate loyalty points and receive targeted promotions on their phones instead of having to present the card at checkout.

The companies claim that the STS mobilized gift and loyalty program using Mocapay will be the first mobile gift card system in the US that allows point-of-sale transactions.

(As someone who's always misplacing her loyalty cards, but never forgets her cell phone, I hope this idea really takes off!)

(Image credit: Jupiterimages Unlimited)