Animation, Sound & Vibration – How Visa is Reinforcing Consumer Trust in a Changing Payments World

Visa’s suite of sensory branding elements arriving at more than one
million points of sale

CANNES, France & SAN FRANCISCO–(BUSINESS WIRE)–Visa (NYSE: V) today announced global adoption of its sensory
suite in 25 countries via more than a dozen new
partnerships. The suite is comprised of sound, animation and haptic
brand cues that occur with a Visa payment transaction. In a digital
world increasingly filled with voice-commands, networked appliances and
unattended retail environments, Visa’s sensory branding cues offer new
ways to enhance the customer experience and convey the trust and
security that the Visa brand represents.

Visa was the first major payment brand to introduce
multi-sensory branding
, which included animation, sound and haptic
vibration expressions of its brand. After an extensive creation and
selection process that involved focus groups and elimination rounds,
Visa landed on a single ‘energetic’ and ‘optimistic’ sound, and
complementary animation and haptic vibration. Since then, Visa has
forged partnerships with a range of companies around the world to deploy
sensory branding, ensuring more consumers get the confidence they desire
when making a payment.

With the growth of IoT and evolving consumer expectations, Visa’s
sensory branding suite is strategically coming to life across the globe.
A few examples include:

  • Mobile First Experiences:

    • Carousell marketplace app in Singapore
    • Monyx Wallet payment app from Nayax
    • 11 issuer mobile wallet apps throughout the Latin America region
  • Biggest Stages in Sport:

    • In-stadiums across France at the FIFA Women’s World Cup™
    • In-stadium at Oracle Park, home of the San Francisco Giants
  • Prominent Technology and Retail Partnerships:

    • Point-of-sale (POS) terminal providers that provide technology
      directly to merchants, including Aurus, Equinox Payments (NA), Pax
      (NA and Asia), Poynt (SF), IBA (Russia), VisaNet (Uruguay)
    • TSYS Genius payment processing platform
    • First Data in Singapore
    • Xpress-pay, a leading, flexible ePayment solution for SMBs
    • Payscout, a global payment processing provider with a platform for
      enabling transactions in immersive environments
    • Ziosk, a table service ordering and pay on-demand solution
      deployed in casual dining restaurants such as Olive Garden, Yard
      House, Chili’s, Red Robin, Outback, and TGI Friday’s

“As consumers continue to change where and how they pay in the world,
the entirety of the customer experience must also evolve in ways that
have trust built-in from the start,” said Lynne Biggar, chief marketing
and communications officer, Visa. “Giving greater dimensionality to our
brand and letting our customers see, hear or feel Visa when they pay, is
an essential ingredient at a time when the physical point of sale is
making way for greater digital environments. Sensory branding cues
provide a way for us to express that our brand promise of speed,
security, reliability and trust is still behind every transaction.”

To measure the impact of sensory branding on consumer experience,
research with a sample of San Francisco Bay Area merchants1
using POYNT terminals was recently undertaken. The in-store research
found that consumers who experienced sensory branding were 12% more
likely to say that the merchant cares for their security. Similarly,
positive perceptions of the Visa brand increased by 14% compared with
those who did not experience the sensory branding at the POS, with
recall of the Visa logo also increasing.

Partner Reaction & Support for Sensory Branding

“My first reaction to Visa’s sensory branding was, wow, someone finally
got it,” said Osama Bedier, founder and CEO, POYNT. “These visual and
audible cues will become a really important part of reinforcing the
consumer experience.”

“TSYS sees the consumer payment experience evolving at the point-of-sale
to be a constant interaction between the consumer and merchant. Sensory
branding is a good example of how the consumer can feel their
transaction was completed in a safe and secure way,” said Jim Egbert,
SVP of business development and strategic partnerships, TSYS. “The
consumer experience is seamless, safe and secure.”

“We are excited to be part of Visa’s innovative initiative to build
trust, reinforce their brand, and improve the customer payment
experience,” said Bohdan Myroniw, vice president of strategic alliances,
Equinox Payments. “It’s easy, it’s understood by young and old, and it’s
a fun experience.”

Onsite at Cannes

Lynne Biggar will be discussing the overall growth and efficacy of
Visa’s sensory branding today at the Cannes Lions International Festival
of Creativity. In a session titled “The Next Frontier of Sound and Sense
Branding”, she is appearing at the Debussy Theatre, Palais I, and
speaking alongside the founding partner of Listen Agency, Steve Milton.
To learn more, follow @LynneBiggar
on Twitter or LinkedIn.

About Visa Inc.

Visa Inc. (NYSE: V) is the world’s leader in digital payments. Our
mission is to connect the world through the most innovative, reliable
and secure payment network – enabling individuals, businesses and
economies to thrive. Our advanced global processing network, VisaNet,
provides secure and reliable payments around the world, and is capable
of handling more than 65,000 transaction messages a second. The
company’s relentless focus on innovation is a catalyst for the rapid
growth of digital commerce on any device, for everyone, everywhere. As
the world moves from analog to digital, Visa is applying our brand,
products, people, network and scale to reshape the future of commerce.
For more information, visit About
, and @VisaNews.

1 Visa Internal Research, “Impact of VSB on
Consumer Experience,” 2019


Visa Inc.
Sheerin Salimi
[email protected]

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