CashStar, a interactive gift card and incentives company, today announced that O’Charley’s Inc. (NASDAQ: CHUX) is the latest merchant to offer CashStar-powered interactive gift cards.

CashStar provides O’Charley’s Inc. with an alternative to costly plastic cards and enables consumers to conveniently purchase gift cards online that can be sent via e-mail.

The interactive, online virtual gift card offers the highest levels of personalization and the ability to layer customized promotions and offers onto every card.

O’Charley’s Inc. is a multiconcept restaurant company that operates or franchises a total of 372 restaurants in the U.S. under three brands: O’Charley’s, Ninety Nine Restaurants, and Stoney River Legendary Steaks. The virtual gift cards will be available on each of the company’s Web sites and can be purchased the same way plastic gift cards are ordered, only the virtual gift card can be personalized with different images and text and is delivered via an e-mail with a link to activate the gift.

“We continuously look for new ways to accommodate our guests and this technology offers them a safe, convenient way to make gift card purchases,” says Cary Kuykendall, O’Charley’s gift card manager.

“Implementing CashStar’s interactive gift card platform also gives our guests the flexibility to make last minute gift-giving decisions around holidays and special occasions like Mother’s Day, Father’s Day and graduation.”

“Most gift card sales are completely anonymous because they are purchased off a rack in-store, and the retailer isn’t able to gain insight into the purchaser or the recipient and more importantly can’t provide extra value to these important customers,” says CashStar co-founder and CEO David Stone.

“With CashStar’s interactive gift cards, restaurants can provide special customized offers and benefits to their customers in order to increase traffic and lift. For example, a restaurant can offer the recipient of an interactive gift card an additional $10 when they dine at the establishment. CashStar’s platform easily enables this and is the only service that provides this value added capability. In a challenging economic environment this is all the more important.”