Index Offers a More Personalized In-Store Shopping Experience for Retailers

Apr 15, 2014

E-commerce retailers have many advantages and tools at their disposal. They are able to have a closer relationship with their customer by seeing their purchasing habits; this allows them to create personalized offers for those customers to encourage them to spend even more. On the other hand, brick-and-mortar retailers know very little in comparison. A customer comes in, purchases an item(s), pays, and then leaves. What does the retailer know of their habits and preferences? The answer is very little.

If Index, a San Francisco-based company, has anything to do with it, changes are on the horizon. Index hopes to offer brick-and-mortar retailers a tool that will help them better personalize the shopping experience of their customers. Two former Google Inc. executives, Jonathan Wall, Index chief technology officer, and Marc Freed-Finnegan, chief executive, are the founders of Index. They have created this new service to capture the customer’s payment card data through the consent of that customer in order to send them personalized offers.

In an article by Kevin Woodward of Digital Transaction, Woodward quotes Freed-Finnegan as he explains further how this service operates, “With Index, payment card data are captured at the transaction and turned into a token that Index uses to associate subsequent purchases to generate personalized product recommendations. These recommendations can appear in a variety of locations, such as on receipts, email, social media accounts, or in online display ads. The consumer also can save offers for redemption in stores.”

The biggest thing that retailers need to know is what their consumers desire, need, and want so that they can cater to them. According to the article by Woodward, “When retailers were asked in a Retail Systems Research report released last year to rank the primary role of digital selling channels, 25% said it was to provide the consumer “everything you need to know to buy” products and services. In 2012, the figure was 14%.”

One concern about this tool is that retailers need to obtain all information about how Index’s services work. They need to have clear opt-in rules and an excellent understanding of how the data will be stored. As the founders of Index launch their new services, it will be interesting to see how quickly brick-and-mortar retailers grasp onto this new tool and run with it. According to Woodward’s article, “The company [Index] is focusing on the top 100 retailers. The service is available now.”


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Having a merchant account allows an account holder to take advantage of merchant cash advances. When a merchant is approved for an advance, the business agrees to receive a lump sum of cash in exchange for an agreed-upon percentage of future credit card sales.

Pricing varies depending on the merchant’s industry, past credit card processing history, the type of business seeking the account, average ticket sales, and average transaction volumes.

Yes, EMB works with merchants who are building their credit, as well as those who have poor credit. EMB also approves merchants that have no credit card processing history and businesses that have lost their merchant accounts due to high chargebacks.

Several factors influence a merchant’s risk level. Though only one factor likely will not get a merchant classified as high risk, a combination of these may: business size, location, and industry, credit score, credit card processing history, a industry’s reputation for excessive chargebacks, a prior history of high chargeback ratios, and whether a merchant exclusively sells online.

Virtual terminals are stationed on a merchant’s website, making it easy for customers to make a payment or purchase online. Merchants or a payment processor can easily set up virtual terminals, so online businesses can accept credit and debit card and e-check transactions.

A merchant account is a business account with an acquiring bank. Without this business account, which actually works more like a line of credit, a merchant cannot accept and process credit and debit card transactions. Businesses need a merchant account to accept major credit cards via a static point-of-sale terminal, mobile card reader, or through a virtual payment gateway.

After filling out EMB’s simple online application and submitting any necessary, requested documents, many merchants get approved within 24 and 48 hours.

EMB specializes in working with high-risk merchants. EMB works with many merchants, including but not limited to businesses in these industries: gambling and gaming, adult entertainment, nutraceuticals, vaping and e-cigarettes, electronics, tech support, travel, high-end furniture, weight loss programs, calling cards, e-books and software, and telecommunications.

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