Sep 15, 2012

Social media driving payment preference at the POS

Merchants are reporting a 3-4 times increase in debit card usage after launching fan clubs sponsored by local debit card brand NETS.

A pizzeria saw debit card usage increase from 3.95% of total transactions to 18.54% the following month. Another restaurant saw debit card purchases increase from 10% to 35%, taking substantial business away from credit cards and cash.

Merchants are seeing an impact on brand awareness among friends of customers within weeks of launching fan clubs. People remember the merchant's brand more easily after seeing friends dine there. This produced an immediate increase in delivery orders for one restaurant, in spite of the fact that the merchant did not offer fan club incentives for delivery orders.

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