Visa Europe will start offering card-linked promotions after a partnership with US-based Edo Interactive.
A pilot will launch at the end of this year, after which Visa start a full-scale “targeted CLO cashback proposition” in 2015 with the UK as the first market. Cardholders who opt-in to the service will have to pay with a Visa card, but will be able to get relevant offers from leading brands based on their previous spending behaviour.
Crispin Rogers, director targeted marketing solutions at Visa Europe, says: “The days of the one size fits all approach to advertising and customer marketing are over. Consumers want a personalised experience and rewards that mirror their brand and product preferences. With one pound in every three spent on a Visa card in the UK, we can provide actionable insight that marketers need to reward those preferences.”
The venture will compete with UK-based startup Birdback, which links discounts, cashback and loyalty programmes directly to customers’ payment cards for offline spending on the high street. The company, which attracted a £2.4 million funding round in February, recently announced plans to extend its service to the US and Brazil
Edo already works with over 200 banks and more than 1000 retailers in the US in this field.
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