Cardtronics Pilots In-Store Discounts for ATM Users (Oct. 15, 2014)
ATM operator Cardtronics has hit on a new way to keep its cash-dispensing machines relevant in the digital age: harness them for in-store marketing and promotions via customers’ smartphones. The Houston-based company this week unveiled ALLTM Network, a concept it’s piloting that delivers coupons and discounts to shoppers who withdraw cash at machines located within participating retail stores. The new, bright-green machines function as regular ATMs, but a special section of the screen touts in-store deals customers can access through a few additional steps. Cardtronics is testing the concept at 17 Fresh & Easy grocery store locations in Phoenix, with plans to expand to neighboring states if the program is successful.
To redeem offers after withdrawing cash, ALLTM users download a smartphone app and follow instructions on the ATM screen. First they use the app to scan a barcode on their ATM receipt, which triggers the display of available deals, such as $10 off if you spend $40 in the store. Users may select one or more deals within the app and proceed to the checkout, where they show a QR code to the cashier, and the discount is immediately applied to the transaction. Customers may pay with any tender at checkout.
During the pilot phase, Cardtronics is experimenting with different approaches for funding the discounts, including sharing the cost with participating retailers, Nick Pappathopoulos, Cardtronics’ spokesperson, tells Paybefore. Cardtronics may convert some of its existing ATMs to its ALLTM Network if the program succeeds, he says. “Retailers are interested in providing a mobile marketing and loyalty program, and because we have the customer’s full attention during ATM cash withdrawals, it’s a great way to market to them at the time they’re actually shopping,” Pappathopoulos notes. Cardtronics is the world’s largest ATM owner and operates the surcharge-free Allpoint Network. Cardtronics owns 111,000 ATMs worldwide; 84 percent of those are in the U.S., according to the company.
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