A London start-up called Birdback has launched this week claiming to be the first company in Europe to let any retailer, publisher or affiliate link their in-store cashback, vouchers and loyalty schemes directly to customers’ payment cards.

With multimillion dollar backing, the company is bringing card-linked offers to the fore, having hit the market in the UK, France and Brazil.

How it works:

For the customer: See an offer you like online, put in the 16 digits on your payment card and automatically receive a discount when you pay in store.

For retailers: When a customer opts in to a marketing offer (loyalty programmes, coupons, gift cards), Birdback securely captures and handles the card data. From this point forward, you can communicate and activate any future offer directly to their card, on your terms. Incentivisation on demand has never been so easy.

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