Lord & Taylor Wants You To Give Gift Cards On Facebook

One of America's oldest department stores has begun selling gift cards on its Facebook page.

One of America’s oldest department stores, Lord & Taylor, enters modern parlance with a gift-giving application on Facebook.

The high-end retailer partnered with InComm to sell pre-paid gift cards on Lord & Taylor’s Facebook page.

The cards sell in pre-determined notes of $25, $50, $75 or $100, or in amounts determined by buyers, are delivered via Facebook or e-mail and can be accompanied by personalized messages.

Networks of Facebook friends can also conveniently purchase group gifts.

This be-where-the-shoppers-are move advances the retailer’s social-media strategy and allows Lord & Taylor to digitally nudge its Facebook fans toward purchases.

It also freshens up the department store’s brand name, which is better known to older generations than the youngest users of Facebook.

“We are thrilled to take this next step in our social media strategy… it offers our customers more options and convenience when shopping from us,” said Amy Avitabile, senior vice president of marketing at Lord & Taylor.

As brick-and-mortar presence of department stores dwindle in number, there’s no better time than right now (other than last year, or the year before that) for department stores to connect with shoppers online.

Lord & Taylor currently operates 46 full-line stores in nine U.S. states and the District of Colum and three outlet stores.

Social gifting, of course, is not new. Amazon was among the first companies to enable this form of shopping on Facebook, followed later by eBay, which upped the ante with group gifting in late 2010.

Try the new Lord & Taylor application by selecting the “Gift Cards” tab in the left margin of its Facebook page (which to date has been liked 113,957 despite its not being especially fleshed out with content geared to shoppers who visit).

Gift card accessibility is convenient. But might shoppers be more immediately enticed by Faceook-driven discounts and sales, not to mention sweepstakes such as the one competitor department store Bloomingdale’s announces on its page?

We’re also wondering if there’s enough space in the e-commerce arena for department stores.

Readers, have you bought anything on Facebook yet?