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eMoney News

Loyalty smart cards 'better' than traditional cards
9 Aug 2010

Loyalty smart cards are better than traditional cards for both consumers and companies, it has been claimed.

The majority of loyalty schemes in Europe currently use 'non-technology' cards which simply contain a chip, magnetic stripe or barcode which communicates with an in-store database upon purchase.

Smart loyalty cards, however, store data on the card itself, allowing firms to easily access their customer's purchase history.

Christophe Malgorn, regional sales director of loyalty card developers HID Global, claimed the smart cards can be more convenient for consumers.

He told foodanddrinkdigital.com: "These closed-loop contactless smart card loyalty schemes offer a faster route to return on investment as well as greater speed, security and convenience."

Mr Malgorn added that firms can gain an insight into the mindset of consumers which can lead to an increase in revenues.

The technology will also allow companies to target specific groups of customers.