Mondex International this week launches an all-in-one loyalty “smart” card system which allows retailers to combine a loyalty points scheme, credit or debit card, electronic cash and customer details on one card.
Mondex, a subsidiary of MasterCard, claims the smart card Interactive Loyalty software heralds the “next generation” of customer loyalty schemes.
The system allows loyalty schemes to be jointly operated by groups of retailers. Alternatively several separate programmes can be held on one card. Different loyalty programmes could be linked on a co-branded card.
The scheme uses microchip technology which exposes cardholders to targeting with personalised promotions drawn from buying habit details stored on the card instead of a remote database. Points can be redeemed instantly.
New schemes can be added to smart cards already in circulation and programme upgrades can be added without having to reissue cards.
Iain Cox, Mondex new products and ventures senior manager, says one client has signed up prior to launch and two more are due to sign before Christmas, but he refuses to name them.
Cox adds: “I can see companies with lots of brands, such as Whitbread, using this solution as a means to link the different brands.”