Prepaid card and technology provider InComm has launched an in-store digital sales program, allowing consumers to buy digital gift cards and other virtual items alongside physical ones at brick-and-mortar merchant locations.

Consumers buy the digital goods by scanning a QR code, texting a short code or typing a URL from an in-store display. The QR code, short code or URL leads customers to a merchant-branded purchasing page where they confirm they want to buy the product. InComm's system then generates a bar code for cashiers to scan at the point of sale, allowing both digital and physical products to be purchased in the same transaction. 

"Today's consumers are almost always equipped with their mobile phones while shopping at our retail partners' stores, and we are always looking for innovative ways to help retailers turn consumers' interests and behaviors into increased sales," says Thomas Cornelius, senior vice president of InComm in-store digital solutions, in a July 16 press release.

The program allows consumers to purchase digital prepaid cards and downloadable music, movies and books.

"Giving customers instant access to an expanded catalog of traditional digital prepaid products…is one way retailers can expand their product offering, stay relevant and continue to serve as a one-stop shopping destination," Cornelius says.

The program also allows merchants to sell specific gift cards if the physical cards are out of stock.

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