First Data seeks to simplify deal redemption
First Data Corp., providers of electronic commerce and payment processing technology, announced that the First Data OfferWise solution has been integrated with Microsoft's Bing Offers Card-Linked, which consolidates local deals from a number of deal providers.
OfferWise is an open platform that enables retailers to electronically attach offers to any consumer payment card or mobile wallet to allow streamlined and automatic redemption of the offer at the point of sale, according to a news release from First Data.
"We believe the card-linked applications space is an exciting area of innovation where we continue to be focused," said Dom Morea, senior vice president, Advanced Solutions and Innovation, First Data, in the announcement. "Microsoft is an important addition to the roster of publishers using our capabilities with the First Data OfferWise solution to transform merchant marketing, advertising and offers."
With Bing Offers Card-Linked, merchants can provide redemption of an "offer" or "deal" at checkout without the consumer having to use a paper coupon, voucher or promotion code on their mobile device. Other benefits include no need to change the POS system, no additional effort required to train staff in handling redemptions, and no need to wait for payments from deal promoters, the release said.
"We're focused on connecting digital advertising to the physical world and doing so in a way that minimizes friction for merchants and consumers so they can engage with each other in valuable ways. We believe that card-linked offers will play a key role in delivering on this promise," Erik Jorgensen, general manager of Local Advertising with Microsoft Corp., said in the announcement. "We're excited to partner with First Data and others in the industry to bring this to life via Bing Offers Card-Linked."
