10 Merchants Sign On To EGift Social System, First Data Says.(News)

Byline: Daniel Wolfe

Ten merchants have signed on to use First Data Corp.'s eGift Social system for sending virtual gift cards online, the Atlanta-based transaction processor announced Dec. 17.

The eGift Social initiative works on Facebook Inc.'s website to enable consumers to give as gifts coupons redeemable for specific items, according to First Data, a unit of the Kohlberg Kravis Roberts & Co. private-equity firm. For example, Burger King Corp. uses the system to enable consumers to gift a Whopper burger, and Kahala Corp.'s Cold Stone Creamery allows for …