Payment Card Analytics: Getting to Know Your Customers Better with Every Swipe and Tap

Last Updated on November 6, 2023

The payment card (credit and debit card) market in the US is expected to experience robust growth. Projections indicate a remarkable 20.9% compound annual growth rate for card payments between 2023 and 2030, resulting in a substantial influx of data. This surge of data holds the potential to provide multifaceted benefits to online retail businesses. Let’s explore the pivotal role that data analytics plays.

Customer Segmentation: A Valuable Strategy

Customer segmentation is a valuable strategy that enables businesses to analyze and understand their customer base by considering multiple factors such as payment card usage, spending habits, demographics, and psychographics. In this process, data obtained from payment processors plays a crucial role. By leveraging information from payment processors on the card level, such as classic, gold, platinum, or premium, businesses can easily differentiate between premium customers and average ones.

For instance, from the card in the above picture, 541275 (the first six digits) represents the Issuer Identification Number, which belongs to a Prepaid card type issued by Capital One. Payment processors like PayPal, PayU, Braintree, etc., collect this information and share it with e-retail companies.

This segmentation approach empowers companies to target specific customer groups more effectively, enabling them to develop personalized marketing campaigns and tailor their products or services to better meet the unique needs and preferences of each segment. By understanding their customers on a deeper level, businesses can enhance customer satisfaction, build stronger relationships, and drive overall growth.

Areas of Benefit for E-Retail Businesses

Here are some areas where e-retail businesses can benefit from analytics and segmentation using payment card data:

Unpacking Customer Behavior for Improved Business Strategies

Customizing marketing strategies through customer segmentation can drive revenue growth by targeting customers based on their behavior and increasing sales. By identifying when and how customers are most receptive to purchasing, businesses can optimize their marketing efforts and make informed decisions about product and service design and targeted promotion.

Analyzing customer behavior aids in pinpointing product-related sales slowdowns. Adapting strategies based on customer preferences enhances sales and satisfaction. This emphasizes the role of understanding behavior in marketing. Business owners must grasp customer needs and market trends to anticipate challenges and opportunities. Monitoring performance and analyzing marketing provide insights for strategic adjustments, which are crucial for effective business management.

Crafting Personalized Solutions and Recommendations through Data Analysis

Analyzing payment card purchase data offers insights into customer interests. Addressing these needs enhances engagement and fosters business growth. For instance, retailers recommend products based on purchase history, while service providers personalize communication using preferences. Tailoring offerings to individuals builds strong relationships and a positive customer experience.

Personalization is key in today’s business landscape. Analytics can uncover new ways to personalize offerings, leading to stronger customer relationships and greater loyalty. Analyzing a payment card customer’s activity can reveal their location. Location-based promotions can drive sales by targeting customers at the right time and place. For example, a retailer might offer a discount on winter coats to customers in colder regions just as the weather begins to change. By leveraging data in this way, businesses can improve their marketing efforts and drive sales.

Utilizing Trends and Patterns to Expand the Customer Base

Identifying purchase patterns can guide businesses to target new customers through predictive analysis of market trends. For example, if customers in a certain region are consistently purchasing eco-friendly products, businesses can anticipate that this trend may continue and adjust their marketing and product offerings accordingly. By utilizing predictive analysis to determine what prospects are likely to respond, businesses can stay ahead of the competition and drive growth.

Detecting Potentially Fraudulent Behavior

The use of payment card data has become increasingly crucial in detecting and preventing fraudulent activity. With the integration of artificial intelligence, this data can be analyzed rapidly to identify any irregular purchase patterns.

Here’s a real-world example: by comparing a customer’s current purchase behavior with their previous activity, payment processors can easily spot any anomalous transactions, which could indicate potential fraud. For instance, if a customer makes purchases outside their usual geographic location or price range, the payment card processor can flag this activity as potentially fraudulent. By leveraging these analytical tools, businesses can save themselves significant financial losses.

Conclusion

Maximizing returns and enhancing customer service requires e-retail businesses to leverage analytics tools that can analyze, predict, and strategize at every stage of the customer life cycle. The vast potential of payment card data and its research capabilities provide an immense competitive advantage for e-retail businesses. Therefore, businesses are encouraged to thoroughly examine these analytics to gain a comprehensive understanding of their implications.

However, to fully capitalize on these insights, it’s critical to act based on the analytics. By doing so, businesses can stay ahead of the curve and take advantage of the power of these tools to drive growth and success.