Mamas & Papas is to complement its plastic giftcard, which launched in October, with a virtual giftcard that can be bought online.

Both the plastic and virtual versions can be pre-loaded with any amount and redeemed at the retailer’s stores, online or by phone.

The virtual giftcard will be launched on Mamas & Papas site in early December. It will be e-mailed to recipients and contain a unique 16-digit code and separate security number needed for redemption.

Mamas & Papas director of e-commerce and home shopping Kolleen Drury said the virtual giftcards have been designed to provide a quick last-minute solution for present buying.

She said: “We wanted to ensure that even if the recipient receives the card over the internet, they can choose to spend it where and when they want. Our IT department has built a complex and sophisticated solution that seamlessly enables customers to redeem the card in all Mamas & Papas channels.”

Additional screening software is being put in place to prevent giftcard fraud.

Drury said: “We have been managing fraud screening very well, particularly over the past year, through our home shopping customer service team. The team are frequently able to identify trends and bizarre attributes to individuals attempting fraud. That said, we are now introducing offline screening software to further arm them with the tools they need to stop these individuals.”

However, the screening should not slow down the delivery of virtual giftcards. Drury said that the recipient could receive the e-mailed giftcard within minutes.

The retailer said that it has seen a “significant increase” in demand for its gift services since the launch of its plastic giftcard.