Rewarding customer loyalty without separate cards

Cardivation has won the ‘Data Information’ category at the international 2016 Merchant Payments Ecosystem (MPE) Awards. Card Network Solutions (CNS) launched Cardivation, technology linking any payment card to any loyalty scheme without separate loyalty cards, in 2015. It offers anonymous purchasing pattern data to a merchant for every individual payment card used in any outlet, without prior linking to loyalty. The MPE event, held in Berlin during February, attracted more than 600 attendees from over 45 countries.

Ben Jordan, CNS managing director, said, “Winning this prestigious Award confirms Cardivation’s importance, right at the heart of the merchant payments world. It enables merchants to reward all customers paying by card, not just the existing members of its loyalty scheme. The MPE Award recognises our innovation in overcoming traditional compliance, cost and technology obstacles to deliver vastly greater opportunities in customer loyalty.”

CNS had shown the live deployment of Cardivation by Qstar at 400 petrol stations in Sweden. Maria Hadd, VD/CEO of Qstar Försäljning AB, said, “With Cardivation, we can now communicate with bank card customers. Sending promotions and other relevant messages to make customers feel closer to our brand is enabling Qstar to increase sales and customer retention.”

Cardivation is currently being evaluated by major banks, retailers and oil companies. Further implementations are planned for the UK, Sweden and France during early 2016. Ben Jordan said, “Cardivation can turn data into actionable information, enabling ‘big data’ to be monetised. It opens up loyalty to more customers, including instant rewards at point of purchase. Most importantly, implementation involves no disruption to existing merchant or retailer systems. It needs only a relatively simple standard update to existing card terminals.”