Geo-targeting marketing rolled out with mobile applications, such as Foursquare and Facebook check-ins. Now, this marketing is moving into the world of VISA card partners. If you’re not familiar with geo-targeting marketing, it allows mobile phone users to receive special offers and coupons on their cell phones based on their current locations, check-ins and purchasing behavior. In other words, if you just checked inon your cell phoneat Starbucks, you might receive a special offer for a free coffee.
VISA & Its Marketing Partners
If you own a VISA card, you may now receive offers and discounts when you use your card. This program, too, targets a specific set of consumers. Offers are based on the past purchasing behavior ofthese select customers when they use their VISA cards. The first VISA partnership is with Gap, which now sends text messages to mobile phones to promote their specials after consumers have made VISA purchases.
Information Provider vs. Execution
While VISA makes the purchase information available to the companies that wish to market to VISA card users, the company itself is responsible for the total execution of the marketing campaign. VISA, in essence, provides the marketing platform. Participating companies like Gap must manage the opt-in process for receiving the deals and create, deliver and redeem the deals.
For now, the program is still in its pilot phase. The testing phase began in November 2010, and both Gap and VISA reps are tight-lipped on how the data collected in the program is actually being used. All they will reveal is that certain purchasing behaviors trigger the start of the deals. Shopping in a certain zip code and visiting a specific Gap store are possible triggers. Redemption of the deals is as simple as showing the Gap worker the text message they received on their phones.
Visa’s geo-targetingmarketing program could create the ultimate win-win situation for companies and consumers alike. Companies, such as Gap, gain insightful information and data on their shoppers. Shoppers, in turn, receive rewards for frequenting certain stores or for certain shopping behaviors. As an added convenience, consumers receive deals on the go with their smartphones and cell phones with no printing or clipping of coupons necessary to redeem their deals.
How new is this?