Chase Bank test merchant offers via SMS
Chase Bank in the US is testing a system that sends merchant offers directly to the mobile phones of credit and debit card holders.
Working with Visa’s Mobile Platform, which sends messages via SMS, Chase is piloting the system in the Phoenix metropolitan area.
The offers – from merchant discounts to specials – are tailored to match the personal interests selected by Chase cardholders – in the same way that Amex hones down merchant . The offers will be redeemable at the point of sale or the web site of more than 50 participating merchants.
One of the key aspects of the pilot is its personalisation. When Chase cardholders sign up for the service, they will have the option to set preferences on the programme’s web site, choosing offers and merchants that are most relevant and compelling for them.
This approach allows consumers the ability to see offers they are likely to want and enables merchants to send offers only to those consumers most likely to be interested. Eileen Serra, Chase Card Services executive, says that the interaction of mobile technology and consumer financial services is an area of focus for Chase.
Among the merchants in the pilot are Chico’s FAS, Inc (brands Soma Intimates and White House/Black Market), Circle K, Macy’s, Marriott, Old Navy, Papa John’s Pizza and Robeks Juice.
Through the Chase sponsorship of the Arizona Diamondbacks, baseball fans will receive special game-day offers when attending Major League Baseball games at Chase Field in Phoenix.
In the trial, select Chase Visa cardholders will be invited to participate in the programme by mail, email, Chase ATM and the Chase.com website. Customers who aren’t directly invited may still participate in the programme by responding to marketing at Chase Field.
In keeping with the mobile focus of the pilot, participants may enrol in the programme online or via the mobile SMS.
Chase and Visa will review the programme in the fourth quarter to evaluate the impact of mobile offers on stakeholder interest, cardholder engagement, and card usage.