Visa Launches Visa Commerce Network for Consumer Rewards (Feb. 2, 2016)
Visa Inc. has launched a rewards and loyalty offers service to help merchants engage Visa cardholders. Using APIs for the VisaNet electronic payment network, merchants can track how often a consumer engages with the brand and use metrics to issue rewards redeemable at the point of sale, without the need for specific coupons.
Visa says a dozen merchants have signed up for the program, which requires cardholders to opt-in. Partners include Uber, Shake Shack, Regal Entertainment and Dunkin’ Donuts. In a December promotion, two of the merchant partners worked together. Boston-based Uber riders received discounted Uber rides when they used their Visa cards at their local Shake Shack. Post-campaign results showed Shake Shack benefitted from new customer acquisition rates in the double digits, and higher customer spend levels, while Uber riders saw the offer rewards seamlessly credited to their Visa cards, according to Visa.
A Dunkin’ Donuts official sounds a similar positive note. “We continue to hear from guests that they are visiting Dunkin’ Donuts even more as a result of the campaign we ran using Visa Commerce Network,” says Sherrill Kaplan, senior director of digital and loyalty marketing, Dunkin’ Donuts. “The ability to quickly activate an offer that provided real benefits to both current and prospective customers alike was a very exciting outcome for us.”
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