Who knows what in payments? Sounds like a question begging for a snappy one-liner comeback.
But this is a question we hear more and more from our clients. Particularly those that see the increasingly close relationship between payments and marketing — and want to better understand how the targeting of ads and offers can be enhanced with insight from payment transaction data. The real question, then, is who knows what in payments and do mobile wallets change anything?
I’ve discussed the underlying purchase “visibility” issue before and argued that few players in the card ecosystem have a complete view of the consumer and what they buy. But before we look at how mobile wallets might change things, let’s review purchase visibility in the pre-wallet world.
Of the various stakeholders in the four corner card model, it is the issuer and the merchant who are closest to the consumer’s purchase behavior. While card networks, merchant acquirers, and the various processors have some insight into the transaction, they don’t necessarily know what the transactions represent or have the right to unilaterally use or repurpose what they do know.
From the consumer’s perspective, card issuers know who you are (know-your-customer laws in the U.S. actually require them to know this) and have some insight into your financial situation, depending on the type of card they issue. They know where you shop by merchant category and merchant name. Of the two, merchant category is a lot more important than merchant name. There are several hundred big “name” brands that drive a lot of transactions but there are millions and millions of merchants in the card system. And besides, sometimes the merchant name is truncated or nonsensical.
Beyond the categories, which can be helpfully narrow or frustratingly broad, issuers have no idea what consumers actually buy. Was that $34.75 purchase from Walmart for baby diapers or shotgun shells? And while they know where you shop, they don’t have a view of your overall purchase behavior — just where you you shop when you buy something using their card.
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