Retailer Gap has launched a text message-based personalised marketing campaign that uses customers' Visa transaction history to identify suitable offers.
According to e-commerce news provider Internet Retailer, Gap has begun sending customers e-mails urging them to visit a Visa.com page for Gap Mobile 4 U and hand over their mobile and card numbers.
The card number is used by Visa to view participants' transaction history - not just at Gap - to identify trends. Based on this information, the retailer will then send two text messages a week containing personalised offers.
"Gap Mobile 4 U is an interactive mobile service intended to enhance your shopping experience with features and functionality that tracks the purchases you make anywhere with your enrolled Visa card to deliver customized Gap offers and messages to your mobile device based on one or more triggers," says the marketing e-mail.
Gap and Visa partner for personalized text message deals - Internet Retailer
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