First Data Corp. has launched OfferWise, a platform designed to make redemption of digital coupons and loyalty rewards easier for merchants and consumers, the company announced Feb. 28.

The platform lets offer publishers attach their offers electronically to any number of a consumer’s payment cards, including credit and PIN- or signature-debit cards, and mobile wallets so redemption is seamless at the point of sale. First Data is piloting OfferWise with merchants before making it available to its more than 4 million U.S. partner merchants, the processor said in a press release.

Redemption at the point of sale is immediate, as is feedback through the payment terminal or consumer’s smartphone. Most merchants can integrate their POS system with OfferWise with little or no impact to the checkout process or additional employee training, First Data said in the release.

CardSpring designed the application programming interface to enable developers to mesh with OfferWise and let offer publishers make the connection between online or mobile distribution and in-store use. The application programming interface lets merchants choose the ideal offer publishers and provides an open platform that allows any publisher to deliver marketing and commerce applications, according to the release.

Merchants can boost marketing return on investment by using the First Data OfferWise analytics capabilities to improve consumer targeting and offer performance data, the press release notes.

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