To generate band loyalty, businesses are now aiming to create more personalized and omni-channel customer experiences. But rapidly changing customer expectations and the migration of many to an assortment of digital platforms, some that even seem to blink into existence overnight, are making this moving target very difficult to hit. However, Visa hopes that a new strategic move will provide a range of innovative solutions to help merchants manage this growing problem.
Visa has just announced the acquisition of TrialPay, a leading monetization platform that links over 500 million retailers by offering focused and relevant promotional opportunities to the right consumers, at the right time. Visa sees the acquisition as a way to help businesses everywhere grow by incorporating TrialPay’s systems into their current networks.
This integration will give businesses more options to connect and engage with cardholders through real time and highly personalized offers. Furthermore, the resources provided by Visa’s comprehensive data and analytics departments would allow marketers the valuable tools necessary to better gauge customer purchasing habits and patterns.
“This acquisition aligns with Visa’s strategy to work more closely with merchants, developing solutions that help them to grow their businesses and build stronger customer relationships,” said Ramon Martin, Visa’s Senior Vice President, Merchant Sales and Solutions. “TrialPay will strengthen our loyalty and offers platform, which we expect to become a strategic and competitive differentiator that can help merchants build customer loyalty and increase sales in both the digital and physical retail environments.”
Visa claims that the integration of TrialPay’s customized monetization platform will help businesses increase revenue and drive customer loyalty by allowing 
them to build rewards programs that are targeted, relevant, and attuned to the specific customer engagement opportunities that consumers seek.
Additional capabilities provided by Visa Checkout and Visa payWave will further enhance the range of omni-channel customer experience opportunities available. These services bridge the divides between ecommerce, mobile, and in-store payments to streamline the options for consumers using the channel of their choice.
The acquisition of TrialPay will be finalized later this year and will further extend Visa’s already expansive influence. Visa currently operates in over 200 countries around the world and completes about 56,000 secure transactions a second for businesses, financial organizations, and governments everywhere.