CardSpring and VeriFone Systems Inc. allow consumers' credit and debit cards to act as loyalty cards for redeeming digital coupons.

The partnership between payments infrastructure startup CardSpring and terminal maker VeriFone essentially allows developers to add card-linked services apps to VeriFone's payment platform, the companies announced May 29.

The new technology integrates CardSpring's Web service platform with VeriFone's open interface to its PayWare Connect gateway software, Palo Alto, Calif.-based CardSpring states in a press release.

Third-party developers and retailers can use CardSpring's application interface to create card-linked services for point of sale systems and other VeriFone devices.

Because existing store infrastructure would not have to change, retailers can use their existing devices with the new card-linked services, the company states.

Online publishers will be able to bring digital marketing programs to the retail environment by linking online promotions to actual purchases at VeriFone POS terminals and payment devices using the PayWare gateway.

When a shopper redeems a card-linked offer at a store, VeriFone connects the purchase through CardSpring back to the original online promotion, giving retailers access to real-time performance metrics that are more common to online businesses and online performance marketing, the press release states.

"Through this partnership, retailers and third-party developers will be able to leverage VeriFone's industry-leading open payment platform to create a new generation of applications that bring … digital commerce tools to hundreds of millions of retail shoppers," CardSpring CEO Eckart Walther says in the release.

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