Marketing drive to boost UK contactless card awareness
Fast food chains launch in-store campaigns
UK fast food chains EAT. and Subway are both launching in-store marketing campaigns to raise consumer awareness of contactless payments
The campaigns at London stores will highlight that customers can use contactless enabled debit and credit cards to make purchases of £15 and under.
The in-store ads and point-of-sale material have started appearing in EAT. stressing how they can make transactions quicker and easier. The marketing campaign and roll out of contactless cards in EAT. and Subway shops in London has been run in partnership with Barclaycard.
The campaign seeks to raise the profile of the contactless symbol, which is common to both the cards with the relevant technology and the retail outlets that are able to accept payment by contactless.
Rene Batsford, head of IT at EAT. commented: “We see contactless as a major product differentiator – we can say to customers that choosing to pay contactless in EAT. will give you valuable lunchtime minutes to spend away from queues. But whilst we have the technology, thanks to Barclays and Barclaycard, we now feel we have to help inform customers how contactless works and some of the benefits that they can expect.”
Stuart Neal, head of UK payment acceptance at Barclaycard, added: “We are working with our retailers to champion contactless, helping raise consumer awareness of a step change in payment technology. With so many consumers already able to pay without the need to enter their PIN and more retailers discovering the benefits of adopting contactless payment, educating customers this year is going to be key, as the technology becomes more commonplace.”
The marketing drive follows the recent announcement that Barclaycard will be installing contactless payment terminals in Wembley Arena, following its sponsorship of the entertainment venue.
Subway has also just launched its own mobile and card-based loyalty scheme Subcard in the UK, following the trial of a card in Ireland.