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

Digital Marketing and Payment Review of NACS Industry Requirements 2015-09-17 David Ezell - NACS 1

…new New world … opportunities 2

The New Rules of Convenience Commerce • Engagement is more than location/brand • Attraction has deeper Engage reach & meaning • Selling will be “in the Attract moment” Transact • Transacting will become more complex, consumer- centric & safer Sell 3

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! 4

How much is that? 5

What merchants are thinking… • Own the customer! • Build your brand • Sell more stuff • Reduce cost of payments 6

What’s coming next? • What’s a legal purchase? • What’s a legal offer? • How do taxes work? 7

Petro History 8

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 9

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? 10

David Ezell David_e3@verifone.com 11

Thanks 12