Hoffman's previously tossed cash at Facebook, Groupon, and Zynga. Now the Greylock partner sees potential in the data you can collect from watching who gives what kinds of gifts to whom, and when, and why.
A mobile app that lets people send gift cards to friends is not the work of a deals company. But it is using discounts to deliver customers--especially the specific demographics individual merchants want--into brick-and-mortar stores.
