In the UK, the number and usage of payment cards are on the rise. In 2019, the total number of credit and debit cards in circulation totaled around 160m. As card usage becomes more common, reaching out to customers through account-linked offers has proven effective marketing tools for retailers.
Targeting these customers by considering their income and expenses, was a desire of marketing professionals. The ability to attract and engage customers via rewards and offers has long been used by various big brands and retailers. While the channel is vast, effective and targeted, local merchants have not been able to access it, as technological as well as commercial aspects have made it difficult for marketers to accommodate smaller or medium-sized operators.
Tail, a group of fintech entrepreneurs have made a mission to open this channel for local and hyper-local operators. Enabled by European PSD2, Tail has developed a solution that allows smaller merchants to access the channel via an online portal.
Philipp Keller, Co-founder and CEO of Tail said that “We looked at this channel and were surprised to find it was only available to a certain tier of merchants. Given its effectiveness, we wanted to give this tool to smaller and medium-sized operators, so we developed a solution that enables access for all merchants, irrespective of size.”
The company platform moves around a self-service online portal enabling merchants to sign up, determine the type of customers they want to engage with and type of offer they wish to run, with campaign uptake being displayed back to them in real-time.