The loyalty platform Wildfire Systems and mobile wallet infrastructure provider Badge are partnering to push merchant offers and cashback rewards to more shoppers through popular payment methods. The companies announced their partnership at the Money20/20 USA event in Las Vegas.
Together, Wildfire and Badge will allow merchants to extend existing rewards programs to additional payment tools that a customer may already be using. The options will reach both online purchases and purchases in physical stores.
The new deal connects Wildfire’s network of more than 50,000 merchants to Badge’s digital wallet infrastructure, which includes Apple Wallet, Google Wallet and Samsung Wallet.
How the Wildfire-Badge partnership will work
When a consumer adds a rewards pass to their mobile wallet, it will then surface personalized cashback and savings offers from merchants in Wildfire’s network. As offers change or new deals become relevant, the pass updates automatically.
Consumers also receive push notifications when new offers are available. The pass can surface location-aware reminders when a shopper is near a participating merchant’s physical store. When the shopper is ready to buy, either online or in store, the offer is prepared and presented to them in their wallet.
Attribution and tracking are handled by Wildfire’s platform on the back end, so neither the merchant nor the loyalty program operator needs to build separate infrastructure to support wallet-based offers.
“Our partnership with Badge gives clients a way to extend their existing rewards programs into mobile wallets, meeting their customers where they are to discover and use offers,” Wildfire CEO Jordan Glazier said in a written statement. “In turn, our merchant network gives Badge’s clients a steady stream of relevant offers to put in front of their customers.”
The system is designed to work across both digital and physical retail. For online purchases, the offer appears in the wallet app and is applied at checkout. For an in-store purchase, the same wallet a consumer taps to pay also carries the relevant cashback offer, connecting the payment moment to the rewards program.
What Wildfire and Badge do with retailers
Wildfire is a commerce intelligence platform that provides retail media and rewards program services for financial services and technology companies. Visa, Citi and RBC are among its clients. Wildfire’s merchants include high-profile retailers such as Best Buy, Macy’s and Ulta Beauty.
Best Buy ranks No. 8 in the Top 1000 Database. The Top 1000 is Digital Commerce 360’s market research tool that tracks North America’s largest online retailers by their annual ecommerce sales. There, Ulta Beauty ranks No. 37, and Macy’s ranks No. 18.
Meanwhile, Badge is a platform that allows clients to make mobile wallets programmable to drive engagement and sales.
“The next evolution of mobile wallets is about what happens beyond the transaction,” Badge CEO Eric Senn said. “By combining our technology with Wildfire’s merchant offer network, we can help our clients put relevant savings opportunities directly into consumers’ hands, whether they’re shopping online or walking into a store.”
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