Cumberland Farms uses savings from merchant branded debit program to fund rewards for customers and to drive consumer loyalty.
Through the utilization of the ZipLine merchant branded SmartPay card and mobile solutions, on October 1, 2015, Cumberland Farms became the first U.S. retailer to surpass $1 billion in payments processed with an ACH payment product.
With their merchant branded debit program, there are no interchange fees. Cumberland has leveraged the savings from the low transaction costs associated with ACH to reward their customers with an instant price roll back at the pump. Well positioned and masterfully marketed, the SmartPay program has been an unquestioned success.
ZipLine’s ACH payment product delivered that turnkey solution. In business since 2004, ZipLine has developed a feature-rich offering which includes everything a merchant needs to have their own branded debit card that offers both payment acceptance and customer rewards.
Using those savings to fund rewards, the merchant drives phenomenal consumer loyalty, resulting in bigger rings, and overall store lift. And, unlike the major card brands, merchants have access to their consumer spending data. The merchant can utilize this data to track consumer behavior for targeted marketing and for offers that trigger greater in-store sales activity.