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Early Warnings Services LLC told Digital Transactions News in March that a marketing push for its 3-year-old Paze online checkout platform would be starting in coming months. Early Monday, that push arrived with the launch of a national campaign running on TV, digital video, and social platforms.
The new advertising effort, which arrives as Paze climbs to more than 200 million U.S. credit and debit cards eligible for checkout, features actresses Elizabeth Banks and Gabrielle Union in roles meant to emphasize the simplicity of using Paze to buy online. The service has been adding physical sellers, as well, particularly in the dining market. Domino’s, Dunkin’, and Wendy’s have signed on lately, according to Early Warning.
Underscoring the promotional effort is a theme stressing simplicity and speed in checkout, Early Warning says. “Consumers want online checkout to feel simple, secure, and streamlined,” notes Serge Elkiner, Paze’s general manager, in a statement. Information was not immediately available regarding the sum Early Warning is spending on the new effort.
The push comes as Paze has seen its base of eligible cards grow rapidly from approximately 150 million a year ago. Helping push that number up is the recent addition of some 40 million cards from Citibank. The service, offered by participating merchants as well as banks and credit unions, looks to ease online checkout for consumers by storing card information in an effort to do away with manual entry.
Paze is also supported by Early Warning’s owner banks, which include Bank of America, Capital One, JP Morgan Chase, PNC Bank, Truist, U.S. Bank, and Wells Fargo. The payment processors Deluxe, Payfinia, Nuvei, FIS, and Fiserv have also signed on to make the service available through their merchant clients.
Now, with the new national marketing push for Paze, Early Warning looks to round out the effort to heighten awareness of the online payment service.
