2015-09-17 David Ezell - NACS

Digital Marketing and Payment

Review of NACS Industry Requirements

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New world… …new opportunities

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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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