Visa’s sensory branding suite is bringing voice to mainstream payments.
Passwords and PIN numbers will soon become a thing of the past. With new technology accelerating innovation in payments, its no surprise that is becoming more personal.
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The likes of Siri and Alexa have enjoyed great success as voice-enabled assistants ready to support customers.
Visa has announced that its sensory branding suite is now used in 25 countries. This is through more than a dozen new partnerships.
Visa sensory branding suite is comprised of sound, animation and haptic brand cues that occur with a Visa payment transaction.
Consumers now live in a world that is increasingly digital world that is filled with voice-assisted support and advice.
In addition, Visa’s sensory branding cues offer new ways to enhance the customer experience.
Furthermore, Visa was the first major payment brand to introduce multi-sensory branding. These include animation, sound and haptic vibration expressions of its brand.
After a series of trials, Visa finally landed on a single ‘energetic’ and ‘optimistic’ sound, and complementary animation and haptic vibration.
Since then, Visa has forged partnerships with a range of companies around the world that will deploy sensory branding. This has allowed the suite to take off globally.
Visa sensory branding suit
A few examples of the global growth of the sensory branding suite include:
- Mobile First Experiences:
- Carousell marketplace app in Singapore
- Monyx Wallet payment app from Nayax
- 11 issuer mobile wallet apps throughout the Latin America region
- Biggest Stages in Sport:
- In-stadiums across France at the FIFA Women’s World Cup
- In-stadium at Oracle Park, home of the San Francisco Giants
- Prominent Technology and Retail Partnerships:
- Point-of-sale (POS) terminal providers that provide technology directly to merchants, including Aurus, Equinox Payments (NA), Pax (NA and Asia), Poynt (SF), IBA (Russia), VisaNet (Uruguay)
- TSYS Genius payment processing platform
- First Data in Singapore
- Xpress-pay, a leading, flexible ePayment solution for SMBs
- Payscout, a global payment processing provider with a platform for enabling transactions in immersive environments
- Ziosk, a table service ordering and pay on-demand solution deployed in casual dining restaurants such as Olive Garden, Yard House, Chili’s, Red Robin, Outback, and TGI Friday’s
Chief marketing and communications officer, Lynne Biggar at Visa:
“As consumers continue to change where and how they pay in the world, the entirety of the customer experience must also evolve in ways that have trust built-in from the start.
“Giving greater dimensionality to our brand and letting our customers see, hear or feel Visa when they pay, is an essential ingredient at a time when the physical point of sale is making way for greater digital environments. Sensory branding cues provide a way for us to express that our brand promise of speed, security, reliability and trust is still behind every transaction.”
