Barclaycard targets commuters with three new wearable payment devices

Barclaycard has unveiled three new wearable payment devices – a wristband, fob and sticker – as it launches a multimedia campaign talking up its ‘next evolution’ in payment choices.

The devices, which are available to purchase from July 1 and open to anyone with a UK-registered Visa or Mastercard debit or credit card and not just Barclaycard users, will be linked to a digital wallet via the bPay app.

The app will then give users the option to top up their balance automatically or manage the settings of their devices.

To raise awareness of the three new wearable devices, Barclaycard will begin a three month launch campaign today in London with OOH activity targeting commuters with the ‘Wear it. Clip it. Stick it’ slogan.

Rolling out nationwide on 6 July, the campaign will also see the TfL Wi-Fi home page taken over by bPay. Digital and print ads will feature ‘key online influencers and vloggers talking up the benefits of contactless pay.

“We know from the launch of our original bPay wristband in 2014 that our customers want new ways to pay that fit better with different lifestyles,” said Katherine Whitton, chief marketing officer at Barclaycard.

“We’ve created bPay as a sub brand, leveraging the heritage and innovation credentials of Barclaycard, and with a playful and distinctive look and feel, it’s been designed to appeal to a new generation of contactless payers.”

Barclaycard contactless payment
The three new devices from Barclaycard’s bPay

Barclaycard’s expanded rollout of bPay devices comes as contactless payments rose 331% in use in 2014 with Brits making 319 million contactless transactions.

Jeremy Nicholls, executive vice-president at Visa Europe, told Marketing Week that he expects wearables to become the next big payment adoption.

“I think we are seeing more and more of a move to have a more connected commerce whether that’s a fridge that can order in groceries or a wristband that can get you on the tube,” he said.

“This whole wearables move is interesting as it’s even more convenient than paying by using a smartphone – I can only see it growing.”


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