Omaha Steaks is ringing in the holiday season with a newly launched mobile application for Apple devices that lets customers send the gift of beef to their loved ones.

The new app encourages consumers to make use of mobile gifting to give steaks as a present this holiday. The app was created in response to the growing trend of smartphone usage during the holiday shopping season.

“Because of the increase in popularity of smartphone shopping, particularly during the holidays, we wanted to bring the convenience of mobile gifting to our customers,” said Todd Simon, senior vice president and family owner of Omaha Steaks. “With this new feature, our selection of gourmet holiday gifts has never been more easy to send. It takes just a few minutes to shop by recipient, occasion, budget or send a gift card.”

Holiday gifts
Now that the holiday season is fully in swing, Omaha Steaks wanted to capitalize on recent data that showed that smartphone usage would continue to be prevalent in consumers’ holiday shopping habits.

A report from Deloitte found that 78 percent of shoppers will use their smartphones and 43 percent will use their phones to make purchases.

Seizing the opportunity, Omaha Steaks has released its new app which is intended to help consumers easily and seamlessly give their friends and family the gift of steaks by sending them through the app.

To celebrate the launch of this app, as well as raise awareness for its usage and promote downloads, Omaha Steaks offered free shipping on all gifts given through the app on Cyber Monday.

Customers who purchased a gift of steaks through the app on Monday received free shipping on their order. The order can be scheduled in advance to ship at a later date.

Omaha Steaks suggests ordering a gift on or before Dec. 19, if the customer is intending for it to arrive before Christmas.

Social connection
Mobile gifting is a powerful tool, especially as smartphones offer a direct connection between commerce and social interaction.

Some brands are making use of that connection by bridging their mobile purchasing platform with messaging for mobile gift giving.

Dunkin’ Donuts is an example of a brand that is making full use of that connection. In a recent campaign, the coffee chain offered a new iMessage app that let iPhone users send gift cards and purchases of drinks and food items through the messaging service on their phone, to be redeemed by the recipient once it had been received (see story).

This connection allows for a seamless sharing of purchases along with increased brand awareness as the order is shared with others.

Other brands have had similar success, such as a campaign from Auntie Anne’s that saw gift cards being shared through the mobile channel (see story).

Omaha Steaks is counting on the increased use of smartphones as well as the social component built into them to bring increased sales and brand awareness this holidays season, through this new app.

“Food gifts provide an experience, an occasion and reason to celebrate with family and friends which is what the holidays are all about,” Mr. Simon said.