Visa cardholders will be able to receive immediate fashion offers via text message under a mobile-offers test Visa is conducting with Neiman Marcus.
Called nmbuzz, the new program delivers offers, fashion news from Neiman Marcus experts and updates on previews and designer appearances. Neiman Marcus customers must enroll their eligible Visa account to receive these offers and updates on their phones.
"Personalization and mobile technology are driving growth in today's retail environment," Leigh Amaro, Visa's senior business leader for information products, said in a press release Sept. 6. "We are thrilled that, in less than one year, we have been able to merge Visa payment innovation with the luxury shopping experience of Neiman Marcus to create a customized program that reflects the Neiman Marcus brand."
Neiman Marcus last fall began accepting cards backed by Visa and MasterCard, reversing its longtime policy of accepting only American Express and its own private-label card at its stores. And in July, the Dallas-based department-store chain began accepting the Discover card.
The mobile offer system "allows us to be in touch with many of our Neiman Marcus customers in a way we know they prefer," Wanda Gierhart, senior vice president and chief marketing officer at Neiman Marcus Group Services, said in the release.
Customers may visit the nmbuzz website to enroll with their eligible Visa account and mobile-phone number. They then use that Visa account as they normally would.
Through the use of Visa's immediate messaging technology, shoppers receive information via text messages from nmbuzz while shopping with the enrolled Visa card up to two times per week, according to the release. For example, after using the enrolled Visa card to make a purchase at a merchant near a local Neiman Marcus store, a shopper could receive information on an upcoming Neiman Marcus beauty event that features a gift with purchase.