Visa Inc., the payment card network, has announced that it is planning to buy marketing vendor TrialPay. It said the platform will provide retailers with another way to acquire customers. Terms of the deal were not disclosed. Visa expects the deal to close in the third quarter.
Visa Inc. is thinking of improving the customer acquisition and loyalty tools it provides retailers by acquiring online marketing vendor TrialPay. The platform of TrialPay offers shopper checking out on the website of a participating store of n a physical store with a targeted free product offer in exchange for buying or trying a product or service from a TrialPay advertiser. The advertiser pays the retailer for the product given away when a consumer agrees to the conditions.
Visa hopes the acquisition helps deepen its ties with retailers, says Ramon Martin, the payment card network’s senior vice president of merchant sales and solutions. “TrialPay will strengthen our loyalty and offers platform, which we expect to become a strategic and competitive differentiator that can help merchants build customer loyalty and increase sales in both the digital and physical retail environments,” he says.
Terry Angelos, TrialPay’s co-founder and CEO, wrote in a blog post that the acquisition will not affect TrialPay’s relationships with retail customers, but once the deal closes the vendor may roll out additional offer and loyalty programs that build on the existing customer acquisition and loyalty infrastructure of Visa Inc.
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