Visa Commerce Network Delivers New Cardholder Benefits
On Friday, Visa launched its Visa Commerce Network, which allows merchants to create online and in-app consumer experiences to drive loyalty and increase sales with relevant offers.
The system works by connecting transactions between merchants. For example, a hotel can provide its customers with offers from local restaurants using Visa Commerce Network. With cardholder consent, the hotel can then track engagement and issue rewards. The purchases will be recognized at the point of sale and rewards will be automatically applied to cardholder accounts, which means no more coupons or redemption schemes.
More than a dozen businesses, including Dunkin’ Donuts, Regal Entertainment Group, Shake Shack and Uber have successfully used Visa Commerce Network. In December, Uber riders received discounted rides when they used their Visa at a local Shake Shack. The results showed that Shake Shack had new customer acquisition rates in the double digits as well as higher customer spend levels.
“Guests could receive their perks without the need to change how they pay at the counter and because all of the rewards happened on the backend, it was a great activation without the need to train team members,” said Laura Enoch, senior marketing manager of Shake Shack.
“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,” said Sherrill Kaplan, senior director of digital and loyalty marketing, Dunkin’ Donuts.
This week, Uber customers in 10 U.S. markets who enroll in an offer and use their Visa card at a local grocery store can earn discounted rides. They will also be automatically entered to win an all-expense paid trip to San Francisco for the Super Bowl on Sunday.
“We are always looking for new ways to delight our customers and offer unique local experiences,” said David Richter, Uber’s vice president of strategic initiatives.