New England’s VIP Parts, Tires & Service chain is set to shine by inaugurating a new online gift card program from CashStar.

Customers wishing to present a present to somebody are able to buy personalized digital cards that can be sent to the recipient via-email and redeemed for any product or service at any of the 56 locations throughout Maine, New Hampshire and Massachusetts.

“We are particularly excited to leverage the branding and personalization features of the CashStar platform, which will enable us to provide shoppers with highly-customized gift cards,” says CFO Corey Wendland.

“With CashStar, we can now offer consumers a truly convenient and flexible way to purchase gift cards online – without having to wait for the cards to be shipped,” he points out.

“Our digital gifting platform is an easy choice for brands and retailers in all categories, from restaurants to retail to automotive,” says David Stone, CashStar’s CEO. “The flexibility of our platform ensures the program is customized to suit the unique needs of each brand.”

VIP’s online visitors can select the card denomination and set the day and time the gift should be delivered via email – either instantly or at a later date. The cards have no shipping or redemption fees or expiration dates. The end-user is able to print the gift card at home for use when the need arises.

Established in 1958 and based in Lewiston, Maine, VIP was purchased by Quirk Tire of Watertown, Mass. in 2001. Founded in 1926 by Edward Quirk Sr., the operation is one of the largest full service commercial tire distributors in New England.

CashStar touts the ability to provide retailers with incremental high-margin sales while promoting online and in-store traffic that in-turn encourages customer loyalty through “the most personal, compelling and convenient gifting experiences,” according to Stone. Its client roster includes The Home Depot, The Container Store, CVS pharmacy, Brinker International Restaurants, Papa John’s and Travelocity.

For more information, visit www.vipauto.com and www.cashstar.com.