Visa Europe, edo to Launch Card-Linked Offers in Europe (Oct. 14, 2014)
Visa Europe today announced an exclusive partnership with edo Interactive to bring targeted card-linked offers to Visa debit and credit cardholders in Europe. Steve Perry, chief digital officer at Visa Europe, calls edo’s service a “vital tool to simplify our cardholders’ lives and shift us closer to the digital wallet.”
edo, which is co-headquartered in Chicago and Nashville, Tenn., helps marketers target consumers based on their spending behavior with instantly redeemable offers available directly on participating bankcards and mobile devices. Through the partnership, Visa Europe will make the edo performance marketing platform available to 500 million European bankcards, starting with a U.K. pilot at the end of this year and a full-scale rollout slated for 2015. Although Visa prepaid cards won’t be part of the initial rollout, Chris Campbell, edo’s vice president, product and marketing, tells Paybefore that prepaid will “most definitely be considered for future launches.”
In addition to licensing its technology to Visa Europe, Campbell says edo is sharing operations and merchant sales best practices the company has learned in the U.S. market, where it operates across two top payment networks and six of the top 10 U.S. bankcard issuers.
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