Barclaycard is bidding to increase the reach of its bPay contactless wristbands beyond payments by offering businesses customer behavioural data gleaned from the wearable devices.
After testing at one-off events, Barclaycard will begin a full-scale rollout of its bPay bands next year, enabling users who link their credit and debit cards to make low-value payments through the tap of a wrist at over 300,000 spots in the UK.
Now the firm is also working with customer relationship management (CRM) specialists Green 4 Solutions to bring extra value to sports and leisure venues that accept bPay payments.
Barclaycard says it is in talks with several venues about allowing their customers to not only make contactless payments but also take part in experiential activities, such as social media check-ins, competitions and loyalty activity.
This is designed to provide the venues with a greater understanding of their customers' preferences, helping them to capture data, grow loyalty and boost revenues through a single tool for merchandise, corporate facilities and food and drinks.
Mike Saunders, MD, digital consumer payments, Barclaycard, says: "Wearable payment devices are becoming increasingly popular as they're a fast, secure and easy way to pay. Consumers tell us they want more than one function from their wearables; payment capability is just one ingredient, there are a wide range of potential applications - access, loyalty, branding, affiliation and recognition.
"We can help sports clubs access new data sources to gain valuable insights into their customers' behaviour by providing an integrated payment and ticketing solution. This will help venues looking to understand their customers better, grow loyalty and maximise revenues through a joined-up approach to technology."