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POS Promotions
POS promotions are also an extremely effective method to have an impact on the consumer market and differentiate the merchant. In this type of promotion, the customer is exposed to multiple messages and has the opportunity to win a prize for using his or her Visa card, a distinct advantage over any other form
of payment.
This type of promotion has been implemented in countries like Chile, where several non-competing companies were invited to participate in an alliance. This alliance allows for more efficient investment of resources by sharing costs and responsibilities, in addition to reaching a new customer segment. In this case, the campaign included a supermarket, a car manufacturer, and a music recording company.
In this type of joint promotion with several co-sponsors, the strategic platform is based on increasing card usage and educate consumers on the use of Visa cards at the point of sale. This often allows for higher transaction amounts when the customer is not restricted to using the cash he or she is carrying, and drives customer traffic at participating merchant locations, another important objective.
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