Visa VCES (Visa Card Eligiability Service)

2020: Start of service

On July 22, 2020 Visa announced start in the Russian market of service for creation of programs of loyalty without maps and applications. A system which will become an alternative to bonus cards received the name VCES (Visa Card Eligiability Service). 

When using service the trade and service company independently defines criteria for the loyalty program and loads conditions of providing discounts and bonuses into the interface of service. After that the rewards program is ready to work.

Visa started in Russia service for creation of programs of loyalty without maps and applications

During payment by the client of goods or service by the card or a token of Visa, the payment terminal contacts service, determines level and a participant status in the loyalty program and recalculates purchase cost taking into account discounts. The buyer obtains information on the provided discount on the check and in a writeoff notice of means on the mobile device.

The first new service was connected by Russian Standard bank and network of Daily Bread cafe (the network will provide discounts for holders of bonus cards of Visa). The new solution is intended first of all for representatives of small and medium business who often lack resources for connection to programs of loyalty or investments into additional technologies, explained in Visa. It is supposed, small trade enterprises, shops at the house and cafe can become the main users of service. In Visa hope that service will allow to stimulate payments according to its cards.

The manufacturing company SOFTWARE IQReserve  noted  in a conversation with RBC that the cost of the loyalty program can be from several tens of thousands rubles for small shop to tens and hundreds of millions for network. At the same time programs are calculated individually depending on business.^[1]

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