Visa to step up marketing of

 Visa is to ramp up the marketing of its digital wallet sub-brand to consumers in the second-half of 2014.
Visa will use World Cup to push “speed and convenience” of digital wallet

The payment services firm has so far focussed on promoting the service to merchants but will expand its media use to consumer channels from the summer. 

Jonathan Vaux, commercial director, says it will use “assets” such as its World Cup sponsorship to raise awareness of the service. Ads will push the convenience and security of

Visa says the digital wallet removes the need for consumers to enter card details each time they make an online purchase.  It is, according to the company, “designed to increase consumer confidence in online shopping and reduce the proportion of sales that are abandoned during the checkout process.”

Vaux adds a “significant investment” has been made in building marketing expertise and infrastructure including hiring former BarclayCard global brand director Gary Twelvetree, who joined as a director and Visa’s digital marketing director late last year. went live to UK consumers in November with Nationwide as launch partner although it is available to any cardholder in the UK. RBS will begin issuing cards later this year. 

About 4,000 merchants currently accept the wallet across Europe.  

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