MasterCard is to dispense hyper-local shopping coupons to motorists through the Parkeon network of car parking payment terminals.
The aim of the scheme is to present offers from locally relevant retailers to motorists as they are paying for their parking spaces, providing "relevant rewards to shoppers at the right moment and in the right place", says MasterCard.
A pilot trial of the programme will be launched next week in Rockville Center, NY, when MasterCard's couponing platform will be integrated into existing Parkeon terminals for the first time. A full scale commercial deployment is expected to begin at the start of 2014 across Europe and the US.
Parkeon parking meters are currently installed in 3000 cities and 55 countries worldwide.