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companies & people
Industry Views: Baby, Please Stay
2. What innovations in loyalty have the greatest potential?
Mobile promotions have great potential. Retailers can stand out in a digital envi- ronment by fully integrating rebates and loyalty plat- forms into the mobile ecosystem. Today, we can engage customers on their phones, validate their purchases with easy mobile claiming and deliver virtual rewards that are provisioned to a wallet. Tapping into this technology can separate a retailer’s rebate and loyalty program from the rest.
—David White,
vice president, sales, consumer, utility and channel, Blackhawk Engagement Solutions
We support customers with a responsive and con- gurable payments processing platform that helps issuers cope with the pace of innovation and stay relevant to their best customers.
David White
—Ginger Sayor,
vice president of global product marketing, i2c Inc.
From a marketer’s perspective, innovation must reinforce the brand or program and, thus, innovations that enhance the brand and its image have the most potential. Tech- nology solutions may disintermediate a brand’s image or message, so SVM, with our recent acquisition of 1to1 Card, is innovating by reinvent- ing both physical and virtual open-loop cards and carriers, enabling marketers to
Consumers want compelling experiences that are relevant to them to stay brand-loyal, and they expect their rewards programs to keep up. With multiple
ways to earn and redeem rewards—even with com- petitors—and faster ways to earn, issuers have to
be nimble and think creatively to keep their best customers in the fold. With consumers demanding more exible perks than ever, i2c anticipates continued digital delivery and redemption of coupons and rewards across mobile devices, including connected cars and IoT. At the same time, social environments also will continue to thrive, with the expectation of ways to earn, share and redeem fully integrated in
the experience. A processing platform that takes into account personal preferences, purchasing history, external contextual information at that moment, like geo-location, will become more and more important for issuers to deliver on the promise of relevant, timely and meaningful o ers. Also, look for broader consumer adoption of wallets with expansion to retail issuance, all supported by innovations in secure en- cryption and tokenization technologies and EMV.
Marshall Reavis
keep their brand image front and center with pro- gram participants. When custom open-loop prepaid cards are mailed or emailed directly to participants using either a branded card carrier package or a branded message template, the marketer’s brand continues to be reinforced during the card activation process and again each time the award card is used or balances are checked, creating valuable marketing impressions. On average we nd that each custom award card can create more than seven separate marketing impressions for each recipient, so maxi- mizing these impressions for the bene t of our clients is of utmost importance.
—Marshall Reavis,
CEO, SVM