Visa Europe is working with edo, a Chicago and Nashville-based card-linked marketing firm, to launch a pilot of edo's technology in the U.K. this year and eventually expand to other European countries.

Edo uses data collected from credit and debit cards to coordinate retailer discounts and other offers to improve customer loyalty. Edo already works with two U.S. payment networks and six of the top ten U.S. issuers. Edo also provides customer data assistance to over 1,000 retailers.

The technology can "provide Visa cardholders with retailer savings completely tailored to their buying habits on a one-to-one basis," said Steve Perry, chief digital officer for Visa Europe, in an Oct. 14 press release.

Card-linked marketing can also benefit card issuers, according to a survey of chief marketing officers published in April by Bank of America and The CMO Club. Ninety percent of respondents who used card-linked offers experienced revenue lift, according to the survey. 

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