Contactless cards are becoming increasingly popular and with the many benefits that they bring to both brands and the end-user it is hardly surprising.
Take ski slopes as a classic example, contactless cards mean that queues can be kept to a minimum as people simply tap their passes and proceed to the run of their choice. The same can be said for those who choose to use public transport, as contactless cards give commuters the opportunity to access multi-modal travel.
With just one card you can tap on and off the bus and rail network. Better still, you can manage your budgets and make savings if you are paying for monthly passes.
As a chip is embedded within the card, brands and businesses can also collect data, which can be used to further enhance the consumer experience. Knowing the habits of shoppers, such as how frequently they use cards, will give brands insight that they can then apply to tailor the experience or offer savings and promotions if relevant.
Many sectors could benefit from contactless cards. The applications that they can be used for are limited only by the imagination of a brand considering how they can apply the technologies.
When brand managers are thinking about what they need and want then contactless should certainly have a place. With the evolution of technologies, it makes sense to try to add value to the customer journey. People are time poor and they want efficiencies that will allow them to save time and money – in most instances that is exactly what contactless cards will do.
The shape and design of contactless cards is also interesting as people are so used to loyalty cards that they fit easily into wallets or onto lanyards or retractable clips. They can also be printed in full colour, which supports brand consistency and integrity. There is even the option to include simple messages on a card, which can be used to drive greater brand loyalty or to reinforce a strap line or brand truth.
Here in the UK we’re proud to say that we are leading the industry when it comes to contactless cards and are ahead of our European colleagues. In fact, we’re very much on par with Asian countries.
There is no doubt that the use of contactless will continue to gain favour in the UK, and we want to make sure that our customers are at the forefront of these applications.