SCOTIABANK ADDS LOYALTY TO CASH CARD
By Adnews Staff
Scotiabank and Visa Canada, both of Toronto, will add a loyalty program to their Visa Cash card program by the end of the year. The duo is testing the cash card in Barrie, Ont. Users load the card with cash and then use it to make purchases. The amount of the purchase is deducted from the total cash on the card. Under the loyalty program, users can collect points when they use the card. The points can then be redeemed for free merchandise from participating merchants or for discounts on goods and services. The amount of points users receive depends on the individual merchants. The Second Cup in Barrie is the first retailer to offer the loyalty program. The program will be promoted using point-of-sale materials, newspaper ads, direct mail and radio. Scotiabank and Visa haven't decided which of its roster agencies will handle the campaign. The agencies are: Leo Burnett Co., Red Granite Communications and M Marketing, all of Toronto. The two may also decide to create the materials in-house. This is the second time Scotiabank and Visa Canada have expanded the use of the Visa Cash card. In August, the card became available at Georgian College campuses in Barrie, Orillia and Owen Sound, all in Ontario.