The ability to turn a consumer’s purchase behavior into a new financial services product is the front line of payments innovation, and the past few days alone have seen a flurry of activity—with Bling, Discover, Visa and American Express Co. all participating in launches that use Web and mobile technology to drive consumers to specific banks and retailers.

In Visa’s case, it’s teamed with The Gap to launch a text message-based personalized marketing campaign that uses transaction history to identify suitable offers. Gap sends emails to consumers urging visits to a page for Gap Mobile 4 U. Consumers then type in their mobile and card numbers.

The card number is used by Visa to view the participant’s transaction history—at the Gap and elsewhere. This information is then sent back to the Gap, where it’s used to send text messages to consumers with personalized offers.

Meanwhile, American Express launched inSite, a tool that delivers membership bonus points, free shipping and other benefits to cardmembers as they shop online. It works by directing member consumers to special offers at participating brands as the consumers search the web for those brands. The user places the cursor over the brand’s icon, and the offer is revealed.

Elizabeth Skinner, vice president of marketing for American Express, said the product is designed to make searching online for special offers easier by pushing special offers to consumers instead of consumers having to search retailers’ sites manually.

In another offering, Sheetz—a network of convenience stores—is offering consumers a debit card that links to consumers’ checking accounts, usable everywhere Discover cards are accepted.

Sheetz is using Tempo’s SaaS-enabled debit card platform to offer its own branded debit cards, as well as to provide a portal for consumers to apply for an activate cards, as well as track purchases and rewards.

And at Bling, customers of Brookshire Grocery—a supermarket chain in Texas, Louisiana and Arkansas—will be able to use Bling’s tap and pay technology to make purchases while boosting payment businesses at local banks.

Consumers with a checking account at American National Bank or Guaranty Bond Bank can sign up an activate the Bling Tag—a microchip sticker that adheres to the back of most mobile phones—at the bank’s site, creating additional Web traffic for the bank.

“This shows the value of the payment process in moving people toward different promotions,” says Meyer Malka, co-CEO of Bling Nation.

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