First Data Corp. has announced the availability of its OfferWise solution, a new open platform that simplifies the offer redemption process for consumers and merchants.

According to the announcement, the First Data OfferWise solution allows publishers of offers to attach discounts such as deals, e-coupons and loyalty programs to one or more of a consumer's payment cards or mobile wallet. OfferWise then enables streamlined and automatic redemption of the offers at the point of sale.

First Data is currently piloting its OfferWise solution with dozens of merchants, and it will be made available to its more than 4 million U.S. merchant locations.

"Our OfferWise solution will enable millions of merchants to create highly relevant mobile marketing experiences with their customers by converting traditional paper coupons, loyalty cards or receipts into software linked to a payment card or mobile wallet," said First Data SVP Dom Morea. "This launch illustrates how First Data is delivering an innovative universal commerce experience to consumers — one that is fully integrated wherever, at any time and through any device."

The OfferWise solution can link offers to any type of payment card including all major credit association brands, PIN or signature debit cards. Offers are redeemed in real time at the merchant's POS with immediate feedback provided through the payment terminal or smartphone. In most cases, merchants can leverage their existing system which minimizes or eliminates any impacts to the checkout process and employee training.

Through an API developed by FirstData partner CardSpring, developers can  integrate into the OfferWise solution and allow offer publishers to close the loop between online and mobile distribution of offers and in-store transactions.

The standard API enables merchants to work with any offer publisher and provides an open platform that enables any publisher to deliver online or offline marketing and commerce applications.

First Data said that by leveraging the new OfferWise's analytics engine, merchants can target consumers more effectively with better offers and actually increase their marketing ROI. 

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