Magazine article Marketing

Visa Flags Contactless Presence on High Street

Magazine article Marketing

Visa Flags Contactless Presence on High Street

Article excerpt

Visa Europe is promoting its partnerships with high-street chains that allow customers to pay for items using its contactless technology.

A four-week outdoor ad campaign, created by Saatchi & Saatchi, carries the logos of food and coffee outlets such as Subway, Pret A Manger, EAT and Caffe Nero, as well as other retailers, including Boots and Spar.

The ads, which will run on posters, Tube gates, and digital screens, carry the line 'Touch and pay and enjoy. For a faster, easier way to pay, just hold your contactless Visa card over the reader where you see this sign.'

The activity will debut in the UK this week, before rolling out in other European markets over the coming months.

The aim is to reassure Visa's 8m customers who carry contactless payment cards that they are able to use them at well-known retailers.

According to Mark Austin, head of contactless at Visa Europe, the average value of a transaction made using contactless payment methods in the UK is pounds 4.30; he acknowledged that he would like this figure to be smaller.

Earlier this year, Visa increased the maximum value of a contactless transaction from pounds 10 to pounds 15, and claims that, by the end of the year, it will have increased the number of customers carrying contactless cards to 12m. …

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