Old meets new
By adding RetailMeNot, Harland Clarke Holdings will substantially increase its digital presence and gain a direct-to-consumer relationship with the RetailMeNot brand, as well as adding access to new channels and products for its clients.
Harland Clarke can benefit from the deal in a couple of ways. First, it can respond to the pressure that's on all legacy payment companies, ranging from card networks to processors to terminal manufacturers, to diversify in merchant services. Harland Clarke Holdings' corporate roster already includes Valassis, a marketing data company; and RetailMeNot provides real-time deals that can link promotions to sales at the merchant.
It also enables Harland Clarke to fight against the encroachment of competitors that match omnichannel retail marketing to sales, such as InstreamGlobal and Catalina. Other companies are pursuing the market from the mobile shopping side, such as Shopkick and Foursquare.