Sovereign Bank, Affinity Solutions to launch targeted deals program

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Sovereign Bank and loyalty program provider Affinity Solutions will roll out a deals program on Oct. 18 that will allow marketers to target offers based on consumers' purchases.

Opted-in consumers will receive three Spot ON Deals a week through email by default, said Jonathan Silver, president and CEO of Affinity Solutions. Deals will also be promoted through a consumer's online banking experience.

“You'll see your account summary and your bank statement, and you'll see deals populating those environments,” said Silver.

Consumers can also download an applet that will integrate Spot ON Deals with Google search results, he said.

After a consumer redeems an offer, marketers can trigger a bounce-back email that presents the consumer with a new offer, said Silver. The bounce-back message could also contain an email marketing or loyalty program opt-in, he said.

Marketers will be able to view redemption and sales metrics, as well as how many times a consumer purchased from the location or store after the initial offer was redeemed.

A user interface operated by Affinity Solutions will display a consumer's shopping behavior segmented into categories such as apparel, restaurants, grocery and travel.

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