The Shufersal Group has launched a new app for the Gold Gift Card, pushing shopping vouchers and gifts onto a digital platform that centralizes how people receive, manage and spend them. The move puts more of everyday exchange inside a corporate system that can be accessed, tracked and redeemed through a mobile phone. **Who Controls the Gift Flow** The app brings together in one place all Gold vouchers and gift cards, along with benefits received from employers, family members and friends. That means what used to arrive as separate cards or scattered benefits is now folded into a single corporate platform. Employees will be able to receive gifts directly on their mobile phones instead of physical cards and manage all entitlements and balances digitally. The company says the app is aimed at making shopping vouchers and gifts more convenient and accessible. In practice, the convenience runs through Shufersal’s own system, where the company becomes the gatekeeper for how gifts are stored, transferred and redeemed. The app also allows users to purchase and send gift cards for any occasion, and to add a written dedication, a voice recording or a video. **What People Can Do Inside the App** Users can create groups for joint gift purchases and quickly transfer vouchers and gifts between users. The Gold Gift Card and other gift cards can be redeemed across a wide range of chains and stores, including the company’s branches, the online website and the Be chain. Redemption is done directly from the mobile phone, and users can combine vouchers with existing promotions and discounts. The setup turns gifts and benefits into a managed digital flow, with the company’s platform sitting between the giver, the recipient and the store. Even the language of convenience points back to the same arrangement: a centralized app, a centralized retailer, centralized redemption. **The Corporate Layer Around Everyday Exchange** The launch of the new service is accompanied by an advertising campaign featuring Yuval Scharf and Yiftach Klein. The article does not say what the campaign costs or who funds it, but it does show the familiar machinery of retail persuasion wrapped around a new digital product. The app is not presented as a public service or a mutual aid tool; it is a Shufersal Group product designed to consolidate vouchers and gifts inside its own ecosystem. The Jerusalem Post reported the launch on April 7, 2026, at 13:00. The company’s pitch is convenience and accessibility, but the structure is clear: more of the gift economy is being pulled into a corporate platform where access, redemption and transfer all run through the same apparatus. What arrives as a gift still ends up inside the retailer’s system, managed on the phone, redeemed through the chain, and tied to the company’s own branches, website and Be chain.
