How do you get cardholders to change the way they use their cards? As more and more issuers roll out contactless cards, Visa not only wanted to encourage cardholders to adopt a new payment behavior, but ensure the transition would be as seamless as possible.
To help create a cohesive message across all fronts, Media Logic helped develop go-to-market toolkits for both issuers and merchants. These interactive toolkits not only offered instruction on how to educate cardholders, but also gave issuers and merchants access to customized, market-ready materials that could be used to motivate cardholders to “tap to pay” for card purchases.
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Based on Auriemma Group research, these marketing tactics for card issuers may help boost second card in wallet use and elevate cardholder communications.
Combined with the impact of COVID-19, industry trends point to the complete demise of the paper check in the not-so-distant future.
Listen to Nicole Johnson, who heads up Media Logic’s Financial Services team, as she fills you in on increasing rates of contactless payments adoption and describes how new insights should influence your marketing campaigns.
