Atlanta, Ga.-based Cardlytics Inc. plans to support location-based card-linked marketing with push notifications in the first quarter of 2014.

Cardlytics establishes connections between merchants and financial institutions, allowing merchants to pitch offers within a Web or mobile banking application.

Starting next year, when a consumer travels, the app will update and provide offers relevant to the city the consumer is in, Cardlytics announced during FinovateFall in New York on Sept. 11. Consumers can set up notifications to appear on the phone's lock screen, similar to what Apple’s Passbook app does.

Merchants “can target people not based on proximity measurements but based on real behavior in the real world,” says John Brown, senior vice president of client services at Cardlytics.

For example, a merchant could better tailor offers based on how frequently a customer comes to that merchant or the amount spent. Cardlytics provides merchant incentives on everyday purchases instead of on the sorts of offers typically seen on daily-deals sites.

Brown says he continues to receive offers for pole dancing classes from such sites, which must be a mistake in analyzing his interests since “I’m already really good at that,” he jokes.

Cardlytics is also adding a mapping feature, which allows users to see where the offers are located. The mapping feature is available immediately. 

Subscribe Now

Authoritative analysis and perspective for every segment of the payments industry

14-Day Free Trial

Authoritative analysis and perspective for every segment of the industry