Card-based POS system launched in Italy
A new card-based retail loyalty system has been launched in Italy.
The solution from International Promotion Marketing (IPM) and Welcome Real-time is designed to allow cards payment businesses and retailers to deliver personalized offers and redemption alternatives at the POS.
The real-time targeted marketing capability is provided by Welcome Real-time with the aim of increase cards and retailer brand loyalty and billings, while significantly lowering the cost of customer acquisition and retention.
Francesco D’Andrea, senior consultant at IMP, said that the technology would ensure that “issuers and retailers have competitive edge solutions in the increasingly challenging environment of customer loyalty.”
Welcome says card issuers and retailers will be able to track and analyze customer buying behaviour and other information with the aim of delivering more intelligent, targeted rewards in real time at the POS.
It is also claimed to reduce operational costs and achieves greater results as compared to more traditional methods of marketing promotions to a broad audience via direct mail or other mass advertising.
Customers can select any payment card to automatically enroll in and participate in a promotion or loyalty programme. They can also opt to use a particular issuer’s card that is offering additional differentiated benefits.
The two companies say that consumer loyalty will be enhanced as customers can use the point of sale as a channel for real-time earning of points and other stored value, as well as real-time redemption. The solution aims to complement traditional bank and retailer loyalty programmes.
“Times are tough, but there is still significant investment in loyalty programmes, as businesses recognise the importance of using customer behavioural data for targeting marketing activity”, said Philippe Bontemps, VP business development, Welcome Real-time.