Sporting events are often used as a means of demonstrating new proof of concept payment technologies, such as contactless rings and in-seat concessions ordering.

The Olympic Winter Games PyeongChang 2018 is no exception, with Visa introducing a suite of sensory branding using sound, animation and haptic (vibration) cues will help signify completed transactions in digital and physical retail payment transactions using Visa. It's part of Visa's long strategy of using the Olympics to launch payment technology, a move that in the upcoming Olympics will also include wearable payments.

“As new payment experiences continue to take shape in the world, this suite of sensory branding elements will give consumers the assurances we know they want every time they use Visa.” said Lynne Biggar, chief marketing and communications officer, Visa, in a release.

Visa debit cards
Bloomberg News

While adding sights, sounds and vibrations to payments may be seen a little unnecessary, Visa backs up the importance of sensory branding in customer satisfaction and brand recognition with research. In a recently commissioned study by Visa fielded in eight countries, researchers found that 83% of consumers said the sound or animation cues positively impacted their perception of the Visa brand. A further 81% said they would have a more positive perception of merchants who used either the sound or animation cues.

Visa’s sensory branding will be available as a software development kit (SDK) on the Visa Developer Platform, and through the Visa Ready program for deeper integration requirements, in 2018. Visa is also developing pilot programs with a national merchant and point-of-sale (POS) hardware vendors for 2018.

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Nick Holland

Nick Holland

Nick Holland is a Senior Analyst at PaymentsSource. He has previously held analyst roles at Javelin Strategy & Research, Yankee Group and Aite Group.