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ĒŨóśËŨóƺǝĨóËśİǝËİíǝĥóóŘǝ ĒŨóśËŨĒİĉƺǝŘŭĨĨĒİĉǝŘĒóçóšǝ ĺŭŨǝĺİóǝæĒŨǝËŨǝËǝŨĒįóƺǙǝšËĒíǝ ¸ĒĨĨĒËįšƿǝǘTďóǝśóËšĺİǝƃďƉǝ ƉĺŭǝçËİǝíĺǝŨďËŨǝĒšǝŨďóǝ API approach and the įĒçśĺšóśƂĒçóšƺǝƉĺŭǝçËİǝŨËĥóǝ ŨďĺšóǝĨĒŨŨĨóǝŘĒóçóšƺǝĒįŘĨóįóİŨǝ ËİíǝĉśĺƃǝĈśĺįǝĒŨǝËİíǝŨďĒšǝ ËĨĨĺƃšǝƉĺŭǝŨĺǝįĺƂóǝįŭçďǝ įĺśóǝŚŭĒçĥĨƉǝĒİšŨóËíǝĺĈǝ šĨĺƃĒİĉǝíĺƃİǝƃĒŨďǝËǝæĒĉǝ íĒĉĒŨËĨǝŨśËİšĈĺśįËŨĒĺİƿǙ śĺĺĥóǝËííóíƹǝǘTďóǝ


æóŨŨóśǝËŘŘśĺËçďǝĒšǝŨĺǝƛİíǝ æŭšĒİóššǝËŘŘĨĒçËŨĒĺİšǝƉĺŭǝ çËİǝśóËĨĨƉǝĈĺçŭšǝĺİǝËİíǝ ĉóŨǝƂËĨŭóǝĈśĺįǝŚŭĒçĥĨƉƿǝTďĒšǝ ĉĒƂóšǝƉĺŭǝŨďóǝĺŘŘĺśŨŭİĒŨƉǝ ŨĺǝĺśĉËİĒšóǝƉĺŭśǝæŭšĒİóššǝ ŨĺĉóŨďóśǝĒİǝŘśĺíŭçŨǝŨóËįšƿ ǘGŨǝįóËİšǝƉĺŭǝďËƂóǝŨóËįšǝ


focused on business areas, ĒŨóśËŨĒİĉƺǝįËĥĒİĉǝŨďĺšóǝ business areas better rather ŨďËİǝįËĥĒİĉǝËǝŨóçďİĺĨĺĉƉǝ ĨËƉóśǝæóŨŨóśǝǐǝËİíǝŭĨŨĒįËŨóĨƉǝ ƉĺŭǛĨĨǝĉóŨǝæóŨŨóśǝśóšŭĨŨšƿ ǘTďóǝĺİóǝŨďĒİĉǝƉĺŭǝšďĺŭĨíǝ


ËĨƃËƉšǝšŨËƉǝĈĺçŭšóíǝĺİǝĒšǝ ŨďóǝæŭšĒİóššƿǝGŨǛšǝśóËĨĨƉǝóËšƉǝ ƃďóİǝĉóŨŨĒİĉǝĒİŨĺǝŨďĒšǝƃĺśĨíǝ ĺĈǝb DƺǝŘĨËƉĒİĉǝËśĺŭİíǝ ƃĒŨďǝİóƃǝŨóçďİĺĨĺĉƉƺǝŨĺǝĉóŨǝ ËæšĺśæóíƺǝƃďóİǝËçŨŭËĨĨƉǝƉĺŭǝ need to focus on what the æŭšĒİóššǝŘśĺæĨóįǝĒšƿǝ¸ďËŨǝĒšǝĒŨǝ ƉĺŭǛśóǝŨśƉĒİĉǝŨĺǝšĺĨƂóǀǝcĺŨǝďĺƃǝ ËśóǝƉĺŭǝŨśƉĒİĉǝŨĺǝšĺĨƂóǝĒŨǝæŭŨǝ ƃďƉǝËśóǝƉĺŭǝŨśƉĒİĉǝŨĺǝšĺĨƂóǝĒŨǀǙ ¸ĒĨĨĒËįšǝËİíǝ śĺĺĥóǝ


çĺİçĨŭíóíǝæƉǝËííĒİĉǝŨďËŨǝĒĈǝ ƉĺŭǝĨĺšóǝšĒĉďŨǝĺĈǝƃďƉǝƉĺŭǛśóǝ įËĥĒİĉǝËǝçďËİĉóƺǝĒŨǝçĺŭĨíǝĨóËíǝ ƉĺŭǝŨĺǝæóǝŭİšŭççóššĈŭĨǝĒİǝƉĺŭśǝ óƖĺśŨšǝŨĺǝšƃĒŨçďǝŨĺǝb Dǝ ËśçďĒŨóçŨŭśóƿǝ ĨƃËƉšǝçĺįóǝæËçĥǝŨĺǝŨďóǝ


ŘËĒİǝŘĺĒİŨǝËİíǝŨďóǝŘśĺæĨóįǝ ƉĺŭǛśóǝŨśƉĒİĉǝŨĺǝšĺĨƂóƺǝŨďóƉǝ śóçĺįįóİíóíƿ


From left: James Lemon, Maggie Bazemore and Peter Gerstle


BUILDING BRAND LOYALTY THROUGH PAYMENTS TďóǝĨĺƉËĨŨƉǝĈŭİİóĨǝšŨËśŨšǝËŨǝŨďóǝ ŨĺŘƺǝƃĒŨďǝçŭšŨĺįóśǝçóİŨśĒçĒŨƉǝ šŭśśĺŭİíĒİĉǝŘËƉįóİŨǝĺŘŨĒĺİšƿ PóŨóśǝ>óśšŨĨóƺǝŨśËƂóĨǝŘśĺíŭçŨǝ


ËİíǝĨĺƉËĨŨƉǝíĒśóçŨĺśǝËŨǝ ĺĨĨĒİšĺİƺǝóƈŘĨËĒİóíǝďĺƃǝ


çŭšŨĺįóśšǝËśóǝíĒçŨËŨĒİĉǝďĺƃǝ ŨďóƉǝƃËİŨǝŨĺǝŘËƉǝŨďóšóǝíËƉšƿ ǘTďóǝæóšŨǝƃËƉǝŨĺǝæóǝ


customer-centric is indeed to ĨĒšŨóİǝŨĺǝËİíǝŨĺǝĺƖóśǝŨďóįǝ ƃďËŨǝŨďóƉǝƃËİŨƺǙǝďóǝšËĒíƿǝǘ ĺŨďǝ in terms of the product and ŨďóǝšóśƂĒçóǝƉĺŭǝĺƖóśƺǝæŭŨǝ çĨóËśĨƉƺǝËĨšĺƺǝĒİǝŨďóǝƃËƉǝŨďóƉǝ šďËśóǝŨďóĒśǝįĺİóƉǝƃĒŨďǝƉĺŭƿǙ TďĺšóǝĺŘŨĒĺİšǝĈĺśǝçŭšŨĺįóśšǝ


ŨďóšóǝíËƉšǝįËƉǝĒİçĨŭíóǝçśóíĒŨǝ çËśíƺǝPËƉǝæƉǝ ËİĥǝǍæËİĥǝ ŨśËİšĈóśǎƺǝ ŘŘĨóǝPËƉƺǝ>ĺĺĉĨóǝ PËƉƺǝ ŭƉǝcĺƃǝPËƉǝZËŨóśǝ ĺŘŨĒĺİšǝĺśǝóƂóİǝšŭæšçśĒŘŨĒĺİšƿ GİǝŨŭśİǝŨďĒšǝďóĨŘšǝçśóËŨóǝ


íËŨËǝĒİšĒĉďŨšǝĈĺśǝçĺįŘËİĒóšǝŨĺǝ æóŨŨóśǝŭİíóśšŨËİíǝĒŨšǝçĨĒóİŨšƿ ¡šĒİĉǝĒİšĒĉďŨšǝĺİǝďĺƃǝËǝ


customer purchased ŘśóƂĒĺŭšĨƉǝçËİǝďóĨŘǝËǝæŭšĒİóššǝ ŨËĒĨĺśǝËİíǝšŨśóËįĨĒİóǝŨďóǝ ĺŘŨĒĺİšǝĒŨǝËçŨĒƂóĨƉǝŘŭšďóšǝŨĺǝËǝ çŭšŨĺįóśǝŨďóǝİóƈŨǝŨĒįóƿ PËƉįóİŨšǝŘĨËŨĈĺśįǝSŨśĒŘóǝ


ËŭŨĺįËŨĒçËĨĨƉǝËíĢŭšŨšǝĒŨšǝ çďóçĥĺŭŨǝŨĺǝçŭšŨĺįóśšǝæËšóíǝ ĺİǝďĺƃǝŨďóƉǛƂóǝŘËĒíǝæóĈĺśóǝĺśǝ ƃďËŨǝçĺŭİŨśƉǝŨďóƉǝĺśǝŨďóĒśǝ ŘďĺİóšǝËśóǝæËšóíǝĒİƿǝGŨǝƃĒĨĨǝ ŨďóİǝĉĒƂóǝŨďśóóǝĺśǝĈĺŭśǝĺŘŨĒĺİšǝ ĈĺśǝŨďËŨǝçŭšŨĺįóśǝŨĺǝŘËƉƿǝ VËįóšǝZóįĺİƺǝďóËíǝĺĈǝŨśËƂóĨƺǝ ďĺšŘĒŨËĨĒŨƉǝËİíǝĨóĒšŭśóǝËŨǝSŨśĒŘóƺǝ šËĒíǝǘĒŨǝçĺİƂóśŨšǝŘśóŨŨƉǝƃóĨĨǙƿ


PAYMENT INSIGHTS ¸ďĒĨóǝįËİƉǝĒİǝŨďóǝŨśËƂóĨǝ šóçŨĺśǝĥİĺƃǝŨďóǝĒįŘĺśŨËİçóǝĺĈǝ ŭšĒİĉǝĒİšĒĉďŨšƺǝšĺįóǝįĒĉďŨǝİĺŨǝ be aware of how data can be ĺæŨËĒİóíǝŨďśĺŭĉďǝËǝ æŭšĒİóššóšǛǝçŭšŨĺįóśǝŘËƉįóİŨǝ ĺŘŨĒĺİšƺǝĺśǝŨďËŨǝĨĺƉËĨŨƉǝďóĨŘšǝ æśËİíšǝæóŨŨóśǝŭšóǝŨďËŨǝĒİšĒĉďŨƿ śóËŨĒİĉǝËǝĨĺƉËĨŨƉǝ


ŘśĺĉśËįįóǝŨĺǝŨóįŘǝŨďĺšóǝ çśóíĒŨǑçËśíǑĨĺƉËĨĒšŨǝŨśËƂóĨĨóśšƺǝ ƃďĺǝËśóǝšŘŭśśóíǝĺİǝæƉǝŨďóǝ ŘĺĒİŨšǝĺśǝæóİóƛŨšǝŨďóƉǝËççśŭóǝ ĈśĺįǝŨďóǝĨĒĥóšǝĺĈǝ įóśĒçËİǝ )ƈŘśóššƺǝçËİǝæóǝçďËĨĨóİĉĒİĉƿ bËĉĉĒóǝ ˃óįĺśóƺǝ


ĥİĺƃĨóíĉóǝįËİËĉóįóİŨǝ director at Mr & Mrs Smtih, ƃďĒçďǝĒšǝİĺƃǝĺƃİóíǝæƉǝŨďóǝ DƉËŨŨǝĉśĺŭŘǝǐǝËǝçĺįŘËİƉǝ śóİĺƃİóíǝĈĺśǝĒŨšǝĨĺƉËĨŨƉǝ šçďóįóǝǐǝæóĨĒóƂóšǝĒŨǝšďĺŭĨíǝæóǝ ËííśóššóíǝæƉǝįËśĥóŨƿ ǘDĺƃǝíĺǝƉĺŭǝçĺİƂĒİçóǝŨďĺšóǝ


ŘóĺŘĨóǝƃďĺǝËśóǝŘĺĒİŨšǝĨĺƉËĨĒšŨšǝ to move from credit card ŘĺĒİŨšǝŨĺǝƉĺŭśǝĒİŨóśİËĨǝšçďóįóǝ ĺśǝóƂóİǝŘËƉĒİĉǝæƉǝæËİĥǝËİíǝ ŨďóİǝĺƖóśǝŨďóįǝóƈŨśËǝËįĺŭİŨšǝ ĒİǝƉĺŭśǝšçďóįóǀǙǝšďóǝËšĥóíƿ ǘ¾ĺŭǝďËƂóǝŨĺǝíĺǝĒŨǝæƉǝ


įËśĥóŨǝæŭŨǝËŨǝŨďóǝšËįóǝŨĒįóǝ ƉĺŭǝďËƂóǝŨĺǝíĺǝĒŨǝĒİǝËǝƃËƉǝŨďËŨǝ ĒĈǝƉĺŭǝŘŭšďǝóƂóśƉŨďĒİĉǝĺŭŨǝŨĺǝ óƂóśƉĺİóƺǝƉĺŭǝĒİóƂĒŨËæĨƉǝËśóİǛŨǝ ĉĺĒİĉǝŨĺǝæóǝËæĨóǝŨĺǝšŨśóËįĨĒİóƿǙ SďóǝšËĒíǝĒŨǝƃËšǝËæĺŭŨǝĉĺĒİĉǝ


ËĈŨóśǝŨďóǝśĒĉďŨǝŘËƉįóİŨǝ šçďóįóšǝŨĺǝŨďóǝśĒĉďŨǝįËśĥóŨƿ ZóįĺİǝŘśĺæóíǝŨďóǝŘËİóĨǝæƉǝ


ËííĒİĉǝŨďËŨǝŨśËƂóĨǝçŭšŨĺįóśšǝ ËĨƃËƉšǝËšĥǝďĺƃǝŨďóƉǝçËİǝĥóóŘǝ ŨďóĒśǝçĺšŨšǝíĺƃİƿǝDóǝ śóçĺįįóİíšǝçĨĒóİŨšǝóİŨĒçóǝ çŭšŨĺįóśšǝŨĺǝPËƉǝæƉǝ Ëİĥƿǝ >óśšŨĨóǝËĉśóóíƿǝDóǝšËĒíƹǝǘGĈǝ


çĨĒóİŨšǝŘËƉǝŭšĒİĉǝËǝšŭŘóśǑçďóËŘǝ çďËİİóĨǝǐǝPËƉǝæƉǝ ËİĥƺǝĈĺśǝ óƈËįŘĨóǝǐǝŨďóƉǝçËİǝĉóŨǝĨĺƉËĨŨƉǝ çŭśśóİçƉǝĈĺśǝƉĺŭǝËšǝËǝæśËİíǝ ËİíǝƉĺŭǝçËİǝśóƃËśíǝŨďóįǝƃĒŨďǝ ƉĺŭśǝĺƃİǝçŭśśóİçƉǝŨĺǝĥóóŘǝŨďóįǝ ĒİǝƉĺŭśǝóçĺšƉšŨóįƿǝTďĒšǝƃďóśóǝ ŘËƉįóİŨšǝæóçĺįóǝšŨśËŨóĉĒçƿǙ


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TRAVOLUTION.COM — OCTOBER 2024 — 7


PICTURES: Steve Dunlop


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