Digital Marketing and Payment Review of NACS Industry Requirements - - PowerPoint PPT Presentation

2015-09-17 David Ezell - NACS

Digital Marketing and Payment

Review of NACS Industry Requirements

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New world…

…new

• pportunities

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The New Rules of Convenience Commerce

Engage

• Engagement is more than

location/brand

• Attraction has deeper

reach & meaning

• Selling will be “in the

moment”

• Transacting will become

more complex, consumer- centric & safer

Attract Sell Transact

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What the consumer is thinking…

• I am already have too many apps!
• What’s in it for me?
• But I AM interested in improving my life!
• You will need to keep impressing me!

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How much is that?

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What merchants are thinking…

• Own the customer!
• Build your brand
• Sell more stuff
• Reduce cost of

payments

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What’s coming next?

• What’s a legal purchase?
• What’s a legal offer?
• How do taxes work?

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Petro History

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Flash Foods

2005 – Centralized Magnetic Stripe Card Loyalty. 2008 – Loyalty with custom ACH payment program. 2014 – “Go Blue” Goes Mobile!

• payment, rewards, offers, and fuel price

information

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Conclusions

• For digital marketing incentives to have the desired impact,

they need to be able to promote product brands, individual products, product categories, individual merchants, payment service providers, and payment schemes.

• Useful digital wallet applications need to be able to ask the

following questions of any specific digital offer:

– Can it be applied to this purchase (i.e. items match promotion)? – Can it be applied to this purchase along with other selected payment instruments (including EBT)? – Is the deduction for the instrument “taxable”, or does it reduce the taxable total (some coupons and EBT)? – What is the total savings associated with using this instrument, including taxes? – Is it NOT allowed for any item in the transaction?

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David Ezell David_e3@verifone.com

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Thanks

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