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Part 2: Why Terminal Integrated Card-Linked Loyalty is the Holy Grail

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Part 2: Why Terminal Integrated Card-Linked Loyalty is the Holy Grail

In my last post Part 1. It’s the Wine, not the Vessel that Matters; Why Mobile Wallets Failed, I explained that the mobile wallet players were playing the wrong game because:

  1.   Credit cards work perfectly fine for payment; and
  2.   Mobile wallets are just a novelty so long as customers have to ask if the store accepts mobile payments.

After further thought, the vessel does matter, especially if you have found the Holy Grail.  In this vessel analogy, a merchant loyalty program is the wine that merchants offer, so their customers will:

  1. Give up personal information e.g. mobile number
  2. Be marketed to e.g. text message loyalty updates
  3. Be loyal and not shop competitors.

The Holy Grail is the vessel that will seamlessly and automatically make this happen.

While a Starbucks customer may download the Starbucks App, they are not downloading an App for smaller merchants.

Loyalty enrollment, tracking and engagement must be simple, seamless, and automatic, and that is what terminal integrated card-linking excels at.

Terminal integrated card-linked loyalty allows the customer to link her own payment card (credit or debit) already in her leather wallet, to the merchant’s loyalty program, so that every time payment is made, loyalty points are automatically earned and rewards automatically redeemed, at the terminal.

Terminal integrated card-linked loyalty allows the merchant to easily enroll its own customers in its own loyalty program, at the terminal, by linking the payment card with the customer’s mobile number. And there is no App or mobile wallet needed.

Terminal integrated card-linked loyalty makes it possible for small and large businesses to offer their customers the most advanced, automated and easy loyalty solution in the market place.  And that is the Holy Grail.

Have you implemented the Holy Grail in your business?

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Part 1. Its the Wine, not the Vessel that Matters; Why Mobile Wallets Failed

On November 16, 2010, T-Mobile, Verizon, and AT&T formed ISIS (Softcard), in order to enter the mobile wallet space, initiating the mobile wallet war.  Google had its wallet, banks were building their own, and many tier one merchants had no interest in paying or sharing their data with the mobile carriers or Google. Then ApplePay came along and everyone said ApplePay had figured it out and would win the war. The problem with mobile wallets is that the war was initially fought by firms trying to fix a problem that did not exist and not knowing what they were really fighting for, payment integrated marketing.

As of July 2016 all of the mobile wallets lost the war.  After BILLIONS of dollars spent (Soft Card ~ $800MM,  Google Wallet $1 billion+…) and little consumer or merchant adoption, 

  • Google Wallet initially stumbled because the carriers would not let Google Wallet get on their phones to compete with the carriers’ Softcard solution;
  • Softcard failed and ended up selling its assets to Google;
  • MCX laid off half its force (~40 people) and pivoted, letting much bigger and richer players battle for the consumer, and letting each retailer pursue its own wallet solution;   and
  • Apple has made little traction with consumers.

Why did mobile wallets fail? One reason is mobile wallets are not easy.  Consumers have to:

  1. Set up a payment card in the mobile wallet;
  2. Learn a new behavior (pay with phone instead of card); and
  3. Make sure the merchant location accepts mobile payments

Right there, with those seemingly simple steps, the mobile wallet lost 99% of consumers. Mobile wallets failed because payments is NOT broken for consumers. Payments may be terrible for retailers because of the fees, but consumers are covered with their ubiquitous plastic that works everywhere and is easy to use. 

But why were these battlers fighting with mobile wallets in the first place?  These firms focused on the vessel, and not what was in the vessel.  Payment integrated marketing, offers and loyalty tied to the customer’s payment method, is what matters.  But payment integrated marketing will not work if only 1% of consumers have access to it.  But there is a solution, and it exists today.  The Holy Grail (vessel) capable of powering  payment integrated marketing is the ubiquitous plastic that works everywhere and is easy to use; the customer’s own credit card.

Part 2. Why Card Linking is the Holy Grail.

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