Visa has partnered with edo Interactive, a provider of digital advertising solutions, to launch card linked offers (CLO) in Europe.
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Visa said that the CLO proposition offers benefits to all parties, promoting relevant content from retailer, lifestyle, entertainment and leisure businesses to end customers.
The benefits include retail discounts and unique money cannot buy experiences, which represent new digital media platform for retailers and provides financial institutions with personalised benefits for their customers.
Cardholders who choose the service just need to pay with a Visa card to get relevant offers, accessible anywhere on any device, with fast cashback rewards.
The partnership will start with a pilot at the end of 2014 and will launch at scale in 2015 in the UK as the first market.
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By GlobalDataCrispin Rogers, director targeted marketing solutions at Visa Europe, said: "The days of the one size fits all approach to advertising and customer marketing are over.
"Consumers want a personalised experience and rewards that mirror their brand and product preferences. With one pound in every three spent on a Visa card in the UK, we can provide actionable insight that marketers need to reward those preferences.
"This is a unique proposition for retailers and financial institutions to gain an insight into their customers’ spending habits and offer relevant rewards. Card Linked Offers not only have the potential to create an improved experience for the consumer, but also increased reach, revenue and brand loyalty for content and channel partners."
