The Green Sheet Online Edition
May 12, 2014 • Issue 14:05:01
Mobile card-linked offers for SMBs
TranSEND Inc., a developer of optimized POS terminal software systems, showcased OfferPipe at the Transact 14: Powered by ETA conference. The company said that with the launch of OfferPipe, a mobile, card-linked digital marketing service, it has added a tool for ISOs and merchant level salespeople (MLSs) to market to small and midsize businesses (SMBs).
"Card-linked marketing programs are the next big revenue opportunity for the payments industry," said Terrence Crowley, Chief Executive Officer at TranSEND. "With OfferPipe, merchant sales reps can have a different conversation. Payment services can now be viewed by business owners as a profit center, adding to top-line income, rather than just being looked at as an expense."
Essentially, OfferPipe enables SMBs to tap into a much broader audience using advertising placements and personalized offers on Facebook, Twitter, Foursquare and other social media outlets, TranSEND stated, adding that businesses can now publish digital promotions using existing POS devices, so no additional equipment is necessary.
Once a digital promotion is entered into OfferPipe, the campaign is then relayed to digital ad exchanges for instant redistribution to mobile publishers who directly distribute the promotion to individual consumers based on their geolocation. TransSEND noted that consumers can then link payment cards with OfferPipe to take advantage of instant discounts at the time of purchase.
TranSEND said OfferPipe provides ISOs and MLSs an opportunity to:
- Close more merchant accounts
- Generate recurring revenue
- Deepen merchant relationships
- Reduce merchant attrition
- Increase portfolio valuation
ISOs who deploy the TranSEND RevChip POS software are able to activate OfferPipe's mobile, card-linked marketing services portfolio wide, the company said. Once the program is embedded in a merchant portfolio, merchants can quickly set up and begin distributing card-linked promotions, the company said. At the touch of a button, merchants have the ability to configure offers, set expiration data, publish deals, and monitor the success of each campaign.
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