Credit Cards providers offering integrated promotions that benefit multiple merchants are not new. However recent initiatives by Network International have upped the game, creating win-win situation for all: Merchants and consumers
This year, if you are planning to shop at GITEX Shopper, don't carry cash – just your credit card. Like the last 2 years, Network International, UAE's leading card solutions provider, has again put together the promotion – 'Swipe & Win' – that will reward every purchase at Gitex shopper with a guaranteed prize. While this is hardly noteworthy in a market driven by promotions, we need to look under the surface to understand the real story.
Changing the game
Card-centric promotions work on two levels. While payment schemes associate themselves with sponsorships that deliver on their brands, banks usually focus on merchant partnerships. Organized by the bank issuing the credit card in partnership with one or more merchants, these promotions seek to create increased sales for the parties involved
But over the last few years, Network International – which offers card processing services to banks as well as card acceptance services to merchants – has come out with a much wider promotion platform encompassing credit cards from any bank, whether issued in the UAE or abroad. The only requirement to enter the promotion is that when a consumer makes a purchase with The only requirement to enter the promotion is that when a consumer makes a purchase with any Visa, MasterCard, JCB and Diners Club International Credit Card, the card should be swiped on a Network International card-swipe POS terminal. This is a first, initiated by Network International in the year 2006 and now established as an annual event at every GITEX Shopper.
Acquisition of merchants and retention of this business is critical to industry leadership for credit and debit card processing providers as the value of electronic payment transactions in the region is growing steadily.
"An important part of our job is engagement of merchants by providing them added value," said Abdulla Qassem, Chairman, Network International, explaining the rationale behind Network International – a card processing and acceptance services company – engaging directly with the consumers. "While speed of processing and provision of a stable, secure platform are at the top of what merchants want from their card payment processing partner, their business success primarily depends on attracting new and retaining old retail customers. If we can provide opportunities for that too, we have the basis for a sound partnership that is truly pro-active."
Speaking at the announcement of the promotion, Ram Chari, General Manager, Network International said: "Together, Network International is not just UAE's but the region's largest card solutions provider. We believe that our offerings represent a significant advantage for our customers – in terms of speed of transactions, speed of reconciliations and security. With the launch of 'Swipe & Win' at GITEX Shopper 2008 – we are reconfirming our faith in our merchant partner relationships and driving both traffic and business to our merchant partners."
The excitement continues
This year, the Network International 'Swipe & Win' promotion at GITEX Shopper is bigger and better. Every purchase of AED 200 or more, made using a credit / debit card on a Network International POS terminal will be guaranteed a prize, which include Laptops, LCD TVs, Digital Cameras, Video Camcorders, Meal Vouchers, DVDs, Flash Drivers and Hard Disks. The promotion will run throughout GITEX Shopper – from 18th to 24th October.
"Swipe & Win" Promotion Partners are Emirates NBD, Imation, Enterpayment and Burger King.
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