BlueSnap is among a growing number of vendors offering to manage the complex programming needs of emerging payments systems on behalf of other companies.
The company recently launched SnapConsole, a product that enables merchants to access BlueSnap's processing network and includes e-commerce tools that incorporate marketing into Web payments.
Merchants "told us they had not seen a program that allows them to enable payments and offer one to one marketing with minimal programming," says Ralph Dangelmaier, CEO of BlueSnap.
BlueSnap is incrementally deploying new technology to assist merchants with screen design and marketing. Earlier this spring, BlueSnap released SnapMobile, a product that detects which screen to display based on the device a consumer is using to shop online.
With BlueSnap's products, "there's little programming on the user end, but we're able to cover the payments, subscriptions, data storage and one to one marketing," he says.
BlueSnap’s tech combines to give merchants a user interface, or a presentation layer, where the merchant can key in changes to checkout options, what currencies they accept payments in, and what cards they support, Dangelmaier says.
"We manage all of that for the merchant in the cloud," Dangelmaier says. "They hit a browser, or can make changes to their payments tech over the phone, or they can change settings on their PC."
The marketing messages BlueSnap displays are similar to the related offers shoppers see when shopping at Amazon.com. For example, a consumer buying an iPod accessory might see a discount offered on a headset. BlueSnap's clients include MyHeritage, a genealogy site that offers discounts for ancestry searches as users pay.
A number of emerging companies offer to manage payments technology on behalf of non-technical merchants, either in store or online.
Stripe, for example, provides the payments acceptance technology behind startups like Patreon, which allows musicians and artists to seek funding for their work. MoonClerk takes this a step further, providing Stripe's technology to people without deep programming knowledge.
"The general rule is the smaller the merchant the more need there is to give them a more full solution for payments," says Arkady Fridman, a senior analyst at Aite Group. "As merchants become larger or more sophisticated and have a larger revenue stream, they will have the resources and capabilities to manage payments."
Providing a link between marketing and the payments execution technology will be a major play for these companies in the future, Fridman says.
"[BlueSnap]'s very big component for me is the marketing piece," Fridman says. "[Including marketing with ecommerce payments] is no different than includes ads for a digital wallet at the physical point of sale. You want to increase payments activity, and the 'related purchase' is gaining in popularity."