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Anderson Zaks Begins UK Card-Linked Offers Partnership with Birdback
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Anderson Zaks Begins UK Card-Linked Offers Partnership with Birdback

Payment services provider Anderson Zaks has joined forces with card-linked offers group Birdback to bring in-store reward schemes to the UK.

The partnership means consumers that shop with clients of Anderson Zaks’ can register their debit or credit cards with participating affiliates to take advantage of various loyalty schemes as they buy products from brick-and-mortar stores. 

The initiatives range from Quidco’s in-store cashback programme to Affiliate Window’s ‘Store Window’ card-linked offers scheme.

Hafez Rafirasme, director of partnerships at Birdback, claims that one of his company’s USPs is in being able to rid some of the complexities and inconveniences of redeeming in-store offers.

“Online shoppers have long been able to benefit from discounts, whereas in-store the shopper had to print a coupon in order to benefit.

“Now with the Birdback solution, all shoppers can take advantage of available deals and offers without changing their purchase behaviour, and the retailer enjoys extra sales.”

Blurred lines

Anderson Zaks is also attempting to build bridges between online and offline with its own retailer solutions. As well as offering physical store services like chip and PIN and contactless, the company has an array of tools for e-retailers, enabling physical stores to embrace the world of omni-channel shopping.

As card-linked offers roll into the UK, Anderson Zaks and Birdback have moved to dispel any murmurs about the safety of registering cards with affiliates by stressing their compliance with standards for payment security.

Both have passed the PCI Data Security Standard (PCI DSS) for showing the necessary credentials in prevention, detection and reaction to payment security incidents.  

The awards aim to provide peace of mind to the thousands of business across the UK who are registered clients of Anderson Zaks. 

Powered by investment

This week’s news marks one of the most significant updates to come out of Birdback since February of last year, where the company reeled in $2.4 million worth of funding from new investors.

Among those pledging funds to its development were Playfair Capital, #1seed, Luke Johnson, Passion Capital and Quidco founder Paul Nikkel.

As reported by PerformanceIN, Birdback said it would be using the cash to fund an expansion into the UK, Brazil and the US.

Just two months later, Birdback announced that it would be one of the first partners for Affiliate Window’s Store Window scheme. Publishers were told they could use Store Window to promote offers on their sites, to be redeemed by consumers at physical stores.

The scheme is set to gain an added degree of impetus from this week onwards as Birdback’s new partnership with Anderson Zaks brings Affiliate Window and indeed the zanox group closer to in-store shopping.

Cutting through hype

Further enhancements were made to the Birdback service offering at the tail-end of last year - the company allowing retailers and advertisers to run card-linked offers on individual products, as opposed to store-wide promotions.

Speaking in light of the update, Nicolai Watzenig, co-founder and CEO of Birdback, said it was becoming increasingly clear that publishers need an “offline story” to compliment their existing online businesses. 

On the other side of the deal, Iain High, managing director of Anderson Zaks, is an advocate of the omni-channel approach, and believes retailers cannot ignore the opportunity that lies ahead.

“The payments industry is facing a myriad of innovative new technologies, which many merchants, service providers and acquirers are struggling to keep up with,” he commented. 

“Birdback’s solution cuts through the hype, it is simple to install and provides immediate benefits for both the retailer or merchant and the consumer. 

“We are excited to be able to offer this to our clients as one of Anderson Zaks’ growing range of value added omni-channel services.”

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Richard Towey

Richard Towey

Richard serves as head of content at PerformanceIN. After many years spent covering developments from the automotive, sports, travel and finance sectors, he eventually turned his full attention to reporting on stories from the fast-evolving world of digital marketing. Richard now heads up the editorial team at PerformanceIN: the performance marketing industry's leading publication.  

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