Twitter Forays into Digital Couponing, uses Direct-to-Card

Twitter is making an concerted effort in enabling commerce on the social media platform. A few months ago, Twitter had launched its ‘Buy’ button to enable merchants to sell products directly from a Tweet. A couple of days back, Twitter began testing a new way to connect advertisers and customers on the Twitter platform. A new feature dubbed as Twitter Offers enables advertisers to create card-linked promotions and share them directly with Twitter users.

When users come across a Twitter Offer on their timeline, they can add the offer to their credit or debit cards. The offer can be redeemed in real-time using the card in-store. Since the offers are card-linked, redemption becomes seamless. After making purchases, cash back savings get reflected on the card statement. Here is an illustration showing the step-wise process of how Twitter Offers works.

With Twitter Offers, advertisers can attribute redemptions directly to campaigns and track promotions to measure ROI even if redemption happens offline. Moreover, merchants can still leverage their existing payment network. That means they don’t have to worry about changing the consumer purchase process or employee training and they also they don’t need to install any additional hardware or software. With Twitter’s user targeting capabilities, advertisers can tailor their promotions and campaigns to the right audience.

Here is an illustration highlighting how the couponing service looks on the Twitter app UI:

When a Twitter Offer is linked to a credit or debit card, the card information is encrypted and stored safely to make it easier to claim offers or make purchases in the future. Users also have the option of removing card information from their accounts. Twitter is planning to work with a number of brands in order to test the new feature. Twitter Offers will start rolling out during the holidays and would be a U.S. only service for the time being.

Twitter Offers is not only offering an effective digital couponing service but is also further pitching Twitter as a robust digital marketing platform for advertisers.