MasterCard and Cardlytics today announced an agreement to deliver targeted card-linked services to US banks of all sizes. The new partnership will match Cardlytics card-linked marketing solutions and advertising expertise with MasterCard’s bank partners and its offers and rewards platform to deliver a solution that is unsurpassed in the loyalty business.
Consumers continue to show a growing preference for card-linked loyalty offerings. According to Mercator Advisory Group, merchant-funded rewards drove approximately $4.7 billion in U.S. credit card purchases in 2014 and are expected to grow at an annual rate of 20% through 2020. Consumers now have the ability to receive relevant, location-based offers and rewards seamlessly through their preferred digital channel – be it a mobile device, personal computer or other form factor. With card- linked programs, the consumer simply makes a purchase with a U.S.-based debit or credit card, and the cash back reward is automatically deposited into their bank or card account or via statement credit.
MasterCard will tap into Cardlytics vast advertiser network to help its bank partners deliver compelling consumer offers both online and via mobile. Not only can this drive use of these channels, but also provides the opportunity for banks to increase card spend and usage while fostering its consumer relationships. The two companies will go to market with a joint solution providing multiple implementation options to make it easy for banks to integrate with the program quickly, regardless of their size.
“Card-linked marketing is a frictionless way for consumers to get more value from their shopping experience, and for merchants to drive more sales at a higher return on their advertising dollar,” said Christopher Bond, SVP Loyalty Solutions at MasterCard. “By partnering with Cardlytics, we can provide a proven, loyalty-driving solution to our partners in the form of a compelling offers program with high-quality advertisers, and reward consumers based on the kinds of purchases they’re making already.”
“MasterCard is an innovator and leader in serving financial institutions of all sizes,” said Lynne Laube, COO of Cardlytics. “They are an ideal partner as we look to expanding our loyalty platform and we look forward to delivering more effective and measurable rewards for consumers.”