RETAIL TECHNOLOGY
New data highlights growth of
AI-driven O2O commerce
TRADE GROUP CardLinx Association
recently released new findings from the
2018 Card-Linking and O2O Industry
Annual Survey which revealed the
increasing growth of online-to-offline
(O2O) commerce with a majority of
participants reporting an annual growth
in card-linked transactions.
In addition, companies report an
increased use of O2O card-linking in
the travel industry and for cross-border
offers. Mobile wallets are poised as the
next large-scale technology for O2O
digital coupons and digital loyalty
programmes.
With artificial intelligence (AI)
accelerating the adoption of O2O
card-linking programmes, 62% of
survey participants responded that the
transaction volume for their card-linking
programmes has increased by more than
100% over the past year. Card-linking
refers to the technology enabling the
linking of a consumer’s online digital app
with a payment card or mobile wallet
used for offline/in-store purchases.
“The increased availability of
consumer data, coupled with novel uses
of AI, is driving large-scale adoption
of O2O and card-linking,” said Silvio
Tavares, CardLinx’s president and
CEO. “Card-linking is benefiting from
a consumer and merchant preference
for opt-in advertising. We are seeing
phenomenal worldwide growth in
the use of this technology and our
membership, especially in Asia, Europe
and North America.”
In the survey, more than 40% of
respondents in Asia and Europe selected
“Mobile payments with coupons and
loyalty” as the most promising new
commerce technology.
The annual research study analyses
global trends in card-linking and
O2O commerce by surveying the
world’s largest merchants, technology
companies, card issuers, payment
networks and loyalty companies.
CardLinx Association members
and survey participants include
Microsoft, Rakuten, Samsung Card,
The annual research study analyses global
trends in card-linking and O2O commerce
by surveying the world’s largest merchants,
technology companies, card issuers,
payment networks and loyalty companies.
Bank of America, Sumitomo Mitsui
Card Company, Mitsubishi UFJ Nicos,
Hilton, AEON, Mastercard and JCB,
among others. ra
Fujitsu rolls out blockchain asset service,
leverages user transaction data
JAPANESE information and
benefits that can be used in stores and
rate at which they attract customers
communication technology (ICT)
shopping centres within the allocated
and increase their willingness to buy.
company Fujitsu has launched the
area. In addition, collection and
At the same time, they can also
Fujitsu Intelligent Society Solution
usage data for the points, stamps and
set strategies for regional revitalisation
Blockchain Asset Service — a
coupons — which are recorded on the
more effectively, based on the activity
cloud service that provides retail
blockchain distributed ledger — can
patterns of users seen in the analysis
mechanisms, such as digital points,
be linked with user information for
results and on factors such as the use
stamps and coupons — which
analysis.
of the coupons and other benefits.
can be used for a limited time in
By connecting events and
This service is available in the
specified areas including tourist sites,
promotions held in tourist areas or
form of an application programming
markets, and shopping centres, using
shopping centres with this service, the
interface (API), making it easy for
blockchain technology. Sales of the
company said users can improve the
users to connect it to the applications
service began in Japan in
they develop. Fujitsu
June.
added that this
With this service,
service can be utilised
users can collect digital
safely, securely
points or stamps by
and quickly, even
reading QR codes
without a dedicated
located in specific areas
ICT environment
with smart devices,
or expertise
Collection and usage data for the points, stamps and coupons — which are
and then exchange them
in blockchain
recorded on the blockchain distributed ledger — can be linked with user
for coupons and other
information for analysis.
technology. ra
Retail Asia June/July 2018
35