Visa & Chase Take Mobile Pilot To Phoenix

When two giants like Visa and Chase come together for a mobile marketing venture, you know it’s going to be as interesting as it is big. Such is the case (at least in Phoenix, AZ) with yesterday’s announcement that a consumer pilot will be launched that delivers merchant offers directly to the mobile devices of Chase credit and debit cardholders in the Phoenix metropolitan area.

According to the official word, the offers, which range from merchant discounts to specials, are designed to match the “personal interests” individually selected by Chase cardholders and will be redeemable at the point of sale or the web site of more than four dozen participating merchants.

Partnering with Chase in this trial, Visa is delivering merchant offers to mobile devices via short message service (SMS), the same technology that handles text messaging between individuals. The trial takes advantage of the widespread adoption of “texting” as an everyday activity by younger consumers aged 18 to 34, who are the primary group selected for the program.

Mobile marketers interested in how this pilot works should know that the primary component of the pilot is its personalization. When Chase cardholders sign up for the service, they will have the option to set preferences on the program’s Web site, choosing offers and merchants that are most relevant and compelling for them. This approach allows consumers the ability to see offers they are likely to want and enables merchants to send offers only to those consumers most likely to be interested.
“Chase is always looking for new, innovative ways to reward cardholders and enhance the consumer payment experience” said Eileen Serra, Chase Card Services executive. “The intersection of mobile technology and consumer financial services is an area of focus for Chase. We’re using leading technology to deliver compelling offers from top merchants directly to consumers’ mobile devices, and at the same time, helping to increase spending and create greater loyalty for merchants participating in the trial”