Lloyds Bank has agreed a deal with card-linked marketing firm Cardlytics to launch a new programme of relevant offers to customers through its ‘Everyday Offers’ brand.
The partnership, which is believed to be already underway, will allow Lloyds to target offers to its customers based on insights from their transaction history.
Cardlytics uses consumer purchase data to develop targeted advertising platforms for their partners, and claims to have nearly 400 partnerships with financial brands such as Bank of America, Regions Bank and PNC Bank, using technology that allows advertisers to make a direct connection with their customers through online and mobile banking.
Ashley Machin, digital banking director at Lloyds Bank, commented: “We are confident that Everyday Offers will be a very popular programme with our customers. We have worked hard to deliver tailored offers so that people can feel rewarded for the sort of shopping they already do. This is our way of saying ‘thank you’ to our customers as they earn cash-back that will be paid straight into their current account.”
Charlie Humphreys, UK managing director of Cardlytics said: that the partnership with Lloyds would extend the platform of targeted offers to millions of new customers.
“Cardlytics has been a great success for retailers in the US and the signs from our initial launch in the UK have been very strong. Retailers have been enthused by the insight and precision targeting offered by the model, together with the simplicity of participation. The ability to use an online media to generate measurable in store as well as online sales has been particularly valued, together with the high return on investment,” he added.
Cardlytics, headquartered in Atlanta, rolled out its consumer purchase data service to the UK in September, announcing an initial partnership with Halifax. The company now also works with Argos, Coast, Domino’s Pizza, Eat, Glasses Direct, Gourmet Burger Kitchen, Hertz, Homebase, Marriott, Morrisons, New Look, O2, Oasis, Ocado, Pets at Home, Play.com, Q-Park, The Body Shop as well as regional brands such as Miss Millie’s and Crussh.
Lloyds rebranded in September having dropped TSB in order to revitalise its brand.