Originally posted on Vantiv’s Blog.
Guest post written by Lorena Harris, VP of Corporate Marketing, Vantiv. In the third part of this three-part series, Lorena discusses how providing a consistent customer experience across channels is a critical component of omnicommerce.
Lorena is presenting the “Mobile Payments and the Omniconsumer of the Future” featured session at NAFCU’s 2014 Technology and Security Conference, February 11–13. Save $150 with code HOLIDAY; expires January 10. Register today »
As merchants develop their omnicommerce capabilities, they will be interacting with customers in more ways across more channels. That means that they will have access to a much wider range of information about consumers to use in their marketing efforts. But with power comes responsibility…
Merchants today know how to run discount and promotion programs, but more data means more opportunity to enhance those programs. Such incentives are already an effective way to modify consumer behavior: In recent Vantiv/Mercator research, more than four out of ten respondents said that they would switch from their current preferred payment type to another type if it meant getting a discount on a purchase or a reward. Having more consumer data to work with will let merchants target those programs with increased precision.