Digital Transactions Authoritative, insightful and timely information for payments professionals
Card-linked offers appear to be gaining consumer favor, according to results of a survey from the CardLinx Association, a Burlingame, Calif.-based trade group. Over the past 12 months, consumer use of card-linked offers increased 92%, the association said. It surveyed more than 50 companies.
Other survey results show 95% growth in the number of merchants using card-linked offers in the past year.
Card-linked offers associate deals, offers and loyalty rewards with a consumer’s choice of a payment card. Instead of enrolling in an offers program with individual merchants, the payment card acts as the identifier. Participating merchants then issue offers based on when that payment card is used in their point-of-sale networks.
One such service, Plenti will arrive this spring. Operated by US Loyalty, a division of American Express Co., Plenti will enable consumers to enroll a payment card, regardless of brand, and use it across multiple merchants to earn rewards.
CardLinx Association members include offer providers like Microsoft Corp., Twitter, Facebook, and Bank of America Corp.; technology companies like Cardlytics and Affinity Solutions; payments processors First Data Corp. and Moneris Solutions; payment networks MasterCard Inc., Discover Financial Services and AmEx; and merchants Whole Foods and Adagio Teas.
The association says its members serve or represent more than 6 million merchants and serve consumers with more than 200 million card-enabled accounts.
