What Is a Card-Linked Offer?
Card-linked offers are a digital marketing tool designed to bridge the gap between online marketing and in-store sales. They create a connection that can help National Brands understand what customers have seen in an online card linked offer ad, and when that spurs them to buy in-store.
Card-linked offers are an incredible way to increase in-store visits and total sales.
Today, more than 40% of top 100 National Brands (Retailers) use card-linked offers to boost their revenue, and increase retention with their users. National advertisers have turned to this digital tool because it improves marketing efficiencies and can easily replace more confusing and cumbersome strategies involving QR codes or print-out coupons.
The system works by showing a consumer a targeted offer online — typically this is for a certain percentage of cash back on an in-store purchase. The consumer clicks through to an app or account sign-up form. They then link the credit card they plan to use in-store to that account. After they go into the store and use the card for a purchase, they receive the cash-back. Learn more below..
A story as told by Pete Brownell..
One of the biggest white whales in terms of online marketing is attributing dollars spent in the virtual space to actual in-store sales. Banana Republic can pump money into their World Wide Web footprint but how can they truly determine if a Banana advertisement on Yelp motivated a consumer to get in their car, drive to the mall and purchase one of their snazzy fall sweaters at the retail location?
That’s where the holy grail of online marketing steps up to the plate and knocks it out of the park; every, single, time, with the brilliant concept of card-linked offers. You may have even experienced Card Linked Offers, without truly understanding what was happening behind the scenes. Before I started working at Empyr, I was one of those folks.
FinTech Super Stars Embrace Card Linked Programs by Partnering with Empyr
FinTech companies offer its users smart ways to save, invest, and grow portfolios with the help of Card Linked Offers.
SAN DIEGO, CA. (November 13, 2018) - In Q4, multiple partnerships have launched between Empyr (A Card Linked Offer Platform), and these FinTech Giants including, but not limited to: Stash, MoneyLion, Acorns, and NerdWallet. These partnerships allow the apps ways to offer rewards, including cash back, to a combined total of 20 million app and website users. Adding Card Linked Offers as a new product is an obvious addition to an already thriving FinTech product portfolio.
Have you heard about the magic of card-linked offers but don’t know where to start? Or maybe you’ve seen a Medium or Forbes article on the topic and have some questions that need to be answered to help you decide if it’s right for your brand?
You’re not alone – we’ve heard from marketers who want to quickly find answers to their top questions about card-linked offers (CLOs), and we listened. We’ve developed a list of common questions, and provided detailed answers to help you understand the value and lift that a smart CLO program can bring. Let’s get started.
Growing interest in card-linked offers and expansion of Empyr’s publisher network are fueling user growth on Empyr’s O2O platform.
SAN DIEGO, Calif. (June 11, 2018) – Empyr, the largest and fastest-growing card-linked offers platform sees groundbreaking growth. In Q1 2018 alone, it hit nearly 2 million new users and shows no signs of slowing down. This growing community of users is responsible for a gross marketplace value of $640 million in annual spend at participating advertisers.
Top tech companies are launching card-linked programs using Empyr, such as RetailMeNot, Stash and GasBuddy. Empyr’s publishers have a combined total of 316 million monthly active users, with 106 million linked cards. Empyr has attracted top national advertisers like Sunglass Hut, Clarks, and Park ‘N Fly, and currently has over 30,000 locations across the US where consumers can earn cash back.
Marketing is always about chasing that next dollar, which leads to a lot of pressure on professionals like you to prove ROI with your efforts. If you’re feeling the crunch, it might be time to reframe the way you talk about ROI.
One of the top ways to discuss returns while demonstrating value is to discuss the incremental revenue that your marketing can create. We like it because it speaks the language of most organizational leadership: money. Focusing on dollars instead of clicks allows you to address a wide range of solutions and needs, such as the online-to-offline impact of your marketing.
If that’s the conversation you’d like to have during your next campaign review, or when you’re asking for an increase in your budget, then keep reading.
We know that 90% of retail purchases in the U.S. still happen in brick-and-mortar stores, and projections keep this number at 82.5% as late as 2021. This is true even as digital retail giants like Amazon take over more and more of our shopping habits. For you, online revenue will pale in comparison to the people walking through your doors looking to buy - especially when you consider that $3.9 TRILLION dollars are still spent offline, compared to $294 billion online. So, your marketing efforts need to support that online-to-offline (O2O) transition.
Your digital marketing initiatives should continue to push people into your stores for their shopping. If you’re not tracking that data or optimizing your campaigns for the O2O purchases, you could be missing out on plenty of opportunity.
What online ad led to the last ka-ching at the register in your stores? What about the 100 purchases before that? Cost-per-revenue (CPRTM) marketing is designed to make those answers possible, and even simple.
Yesterday these questions would be difficult, if not impossible, to answer. There is little data that follows ad campaigns to physical locations, and even less that can tie this to a unique transaction. In the rare instances this type of online-to-offline connection did occur, it was an extremely manual process that rarely sent results back to marketing departments.
Proper attribution requires knowing the right ad and customer. Most companies run dozens to hundreds of ads across multiple platforms. Asking the customer to recall an ad at checkout and having clerks record this accurately is a massively manual process that is prone to significant human error. Or, customers could forget their coupons at home and leave the store without making a purchase at all.
Today, all the customer has to do is pay.
That’s the beauty of the CPRTM marketing technology first developed by Empyr. It’s a new attribution model that does all the heavy lifting behind-the-scenes, so you generate sales without disruption or adding friction to the customer’s purchase process.
Proving return on ad spend (ROAS) in digital marketing can feel like an uphill battle. As a digital marketer or advertiser, you likely face daily pressure from higher-ups to show that your efforts are garnering returns. The widespread belief is that calculating ROAS from online advertising to in-store sales is a costly exercise to get a “best guess.” Empyr is here to defeat this myth and give you the tools to prove ROAS from digital ad spend to in-store revenue.
Last week, we launched CPR™, a cost-per-revenue marketing platform that redefines online-to-offline (O2O) performance marketing. With 100% attribution of in-store sales generated from online ads, CPR takes the guesswork out of calculating advertising ROI.
How Does CPR Work?
CPR stands for Cost-Per-Revenue and that means an advertiser only pays for in-store revenue that is generated by the ads. With CPR, advertisers never pay for the clicks and impressions. The key ingredient here, and why it’s possible, is card-linked technology. Through card-linked technology, Empyr’s CPR platform can track real-time debit and credit card transactions (i.e., sales) without any POS integration or staff involvement.
Let’s assume I’m the director of marketing for an automotive maintenance business and launch a CPR campaign with the goal to drive more consumers in my stores. Here is a step by step process: