Today I had my first encounter with mobile payment platform "Level up" while buying lunch and Hamilton's Deli. Did not use it myself (not much of an early adopter), but saw a girl using it and it triggered up what that implied long-term for digital marketing.
Where am I going with this? As mobile payments methods expand and more and more of the transactions are done this way, platforms as Level Up will become incredibly powerful databases of information on customer behavior. This apps will collect data on consumer preferences which they can combine with geographic placement, timing, etc.
In other words, these platforms could leverage all this information to sell ads on their app or their consumer base to retailers, restaurants, take aways, etc. on their consumer preferences at a specific time and location. Put it like this. Consumer X, lets name it Fran, always have lunch at 1pm around Tribeca, where his office is. Also, based on transaction data, you know that he usually eats Sushi on mondays at a place just around the corner from his office. If you happen to be the manager of a sushi takeaway which has delivery in the area, you could choose to target him and maybe contact him directly through the app a bit before lunch time to try to get him to try your place that day.
Just think about all your transactions being registered and what that implies. How could you get to know about your consumers, their preferences and the timing of these preferences. Lets see how this unrolls.
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