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Barclaycard and Green 4 Solutions Offer Integrated Wearables

Fri 15th Aug 2014 | Marketing & PR

Barclaycard and industry customer relationship (CRM) experts Green 4 Solutions have signed an agreement to offer the sport and leisure industry an integrated ‘one-stop-shop’ wearable device for fans.

Barclaycard plans to build on the successful trial of its bPay wearable contactless payments device at a selected number of events this summer and use the partnership to explore further opportunities for the technology in a new sector.

Working with Green 4 Solutions, Barclaycard will explore the feasibility of combining payment and customer relationship solutions into an integrated wearable device, the bPay band, that they can use on- and off-site to improve their customers’ experience.

As experts in the sports, leisure and entertainment businesses, Green 4 Solutions will support Barclaycard in integrating bPay customer behavioural data into their customer relationship management solutions, allowing venues to build closer relationships with customers through better understanding of their behaviour.

Barclaycard plans to work with sports and leisure venues to allow their customers to make contactless payments both inside and outside stadiums and venues, take part in experiential activities - such as social media check-ins, competitions and loyalty activity - all in one easy to use product.

The enhanced customer proposition will provide sports clubs and leisure venues with a greater understanding of their customers’ preferences, helping them to grow loyalty and maximise revenues, offer a single solution for merchandise, corporate facilities and food and drinks, and give them more ability to capture data.

For customers, it’s convenient, quick and easy to pay in venues using their bPay band, and to extend this convenience outside the venues by using their bPay band wherever they see the contactless symbol, in addition to proudly displaying their team colours.

bPay band is simply linked to any Visa or MasterCard debit or credit card, topped up with money and is then worn on the wrist. Quick, easy and secure to use, consumers can tap and pay wherever they the contactless symbol - in over 300,000 locations across the UK.

Earlier this summer, Barclaycard launched successful trials of its bPay band at Pride in London and Barclaycard presents British Summer Time in Hyde Park, leading to a significant number of registrations, high engagement with the young generation, and strong spend outside of the events.

Barclaycard is in discussions with a range of partners in this industry to launch a bPay solution to drive better user experience for fans and customers and enhanced insight capabilities for clubs and venues.

Mike Saunders, Managing Director for Digital Consumer Payments at Barclaycard said: “Wearable payment devices are becoming increasingly popular as they’re a fast, secure and easy way to pay. Consumers tell us they want more than one function from their wearables; payment capability is just one ingredient, there are a wide range of potential applications – access, loyalty, branding, affiliation and recognition. 

“We can help sports clubs access new data sources to gain valuable insights into their customers’ behaviour by providing an integrated payment and ticketing solution. This will help venues looking to understand their customers better, grow loyalty and maximise revenues through a joined-up approach to technology.”

Peter Oliver, Co-Founder and Director at Green 4 Solutions said: “Wearable payment devices have shown that they can improve customer experience by both speeding up transactions and giving better insights that allow organisations to better understand their customers’ behaviour.

“This then becomes the lifeblood of future marketing strategies. With better insight into fans behaviour, and the ability to utilise our CRM technology to reward fan loyalty, we can ensure that our communication with fans improves their match day experience by making it easier and more tailored to them.”

Posted by: Kev Howland 

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