US-based CardLinx Association has added several new companies to its system, including Samsung Card, General Mills, Under Armour, Go Daddy and FIS.
CardLinx Association, a non-profit company, creates common standards for card-linked offers and loyalty programs. Its other prominent members include Microsoft, Facebook, Bank of America, MasterCard, Discover and First Data.
In addition to retailers, payments companies and digital advertising platforms, card-linking now includes mobile wallets and consumer packaged goods companies, CardLinx Association said in a statement.
Card-linking allows consumers to avail discounts and loyalty benefits by linking their payment cards to mobile apps, digital coupons, loyalty programs or mobile wallets.
CardLinx president and CEO Silvio Tavares said: "Our members are drawn to CardLinx because of our collaborative, multi-industry conferences, standards work groups and digital marketing best-practices.
"Card-linking has firmly established itself as an essential capability for frictionless digital commerce."