Google is getting in on the card-linked offers movement with a new API enabling merchants to send targeted offers to consumers who store a loyalty card within Android Pay.

Panera Bread is among the first merchants to use the feature nationally with the restaurant chain’s MyPanera loyalty card, according to a recent blog post by Pali Bhat, Google's vice president of payments.

Android Pay app
Bloomberg News

Merchants may manage offers within the Android Pay app, and consumers who link a loyalty card can tap on the “loyalty” area within Android Pay to explore offers. At Panera, offers are redeemed at the checkout when customers pay with their MyPanera account, Google said.

The service hinges on Google’s new Card Linked Offers API, which operates within the existing Save to Android Pay API, enabling merchants to support discounts, loyalty programs and gift cards within the Android Pay app.

Separately, Google said it’s working with First Data to integrate its Clover payments-acceptance service with Android Pay via Clover APIs, so merchants may support offers, loyalty, gift cards and order-ahead services through Android Pay.

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