Visa lets partner companies deliver transaction-triggered coupons

Share this content:

Credit card company Visa has opened its global processing network for marketers to send consumers offers based on their purchasing history. The company tested the initiative last November in a pilot program with clothing retailer Gap and said April 21 that it is expanding the service to companies nationwide.

Consumers can receive offers, including discounts that are triggered when they make an online or offline purchase with an enrolled Visa card. Transactions are not required to be made with a participating company. However, companies that are not participating cannot block transactions performed in their stores or on their e-commerce sites from triggering offers from participating companies, including competitors.

Leigh Amaro, senior business leader for global information products at Visa, declined to say what companies Visa will work with or when future programs will launch. However, she said the “strong pipeline” includes companies in dining, travel and entertainment, and office supply sectors.

Visa is only providing the platform to target consumers; the participating marketers are responsible for the execution, including the opt-in process, offer details, frequency of delivery, delivery channel and redemption site, said Amaro. She added that Visa manages the triggers that influence when and to whom an offer is delivered.

“We can tell when that consumer is shopping, the specific ZIP code they're in, the type of merchant category they're shopping at, and the time of day and the day of week,” she said. “We can use those parameters to deliver really tailored offers to the consumer.” For Gap's “Gap Mobile 4 U” program, Visa also considers previous purchases from Gap and its affiliated brands.

Gap is using SMS for its program, but Amaro said companies can use email as well. Marketers can also dictate where consumers can redeem offers and whether to send non-triggered offers, such as a product promotion. Visa is not sharing consumer information with participating companies.

Consumers who join Gap's program are asked to provide their name, email address, mobile number, Visa number and billing ZIP code. Amaro said that because companies manage the opt-in process, they can match submitted information with their customer databases.

Asked how many consumers participated in Gap's pilot program, Liz Nunan, a Gap spokesperson, said via email that “it's still too early to provide data points on the program.”

She did not respond to questions on how Gap is using data collected from the program.

The initiative is open to all Visa cardmembers in the United States.


Next Article in Mobile Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above