The upscale frozen dessert franchise, Pinkberry, is throwing out its paper punch card for the plastic Pinkcard, a loyalty card tied to the yogurt shop’s mobile app.

The Pinkcard allows consumers to make payments and redeem loyalty rewards from within the app. The card's stored-value account can be automatically reloaded, and the mobile app allows users to manage their funds and track their rewards.

Free for download on iOS and Android smartphones, the mobile app also allows users to send and receive eGifts. The flavor-finding tool allows users to find their favorite yogurt flavor and the store that carries it.

"We know that our customers rely on mobile technology to make their lives easier, so we specifically designed the app to provide valuable functionality that adds to the Pinkberry experience," says Ron Graves , CEO of Pinkberry, in an Oct. 10 press release. "The Pinkcard gives us another way to recognize and reward our customers."

Customers using the app receive a free small yogurt upon registering and after every tenth purchase.

To create hype about the new product, Pinkberry is running a sweepstakes that provides free treats for a year to one customer that downloads and registers for the mobile app before Nov. 21. The year-long reward includes free take-home every week, $600 worth of eGifts and four catered parties.

Pinkberry was founded in West Hollywood, Calif., in 2005 and now comprises more than 200 locations.

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