Mastercard Unveils an AR App

At the CES 2020 in Las Vegas, Mastercard introduced an Augmented Reality app enabling cardholders to search through and have access to card-linked offers.

Goal: Add value to card-linked offers, often hardly visible to cardholders even if they are highly differentiating services for issuers.
This new app relies on a mobile-based customer-friendly and immersive AR-powered experience.
How it works
- Cardholders are prompted to download the app from the App Store.
- Once the app installed, they scan their card to start a session.
- The app then features a virtual environment including 3 portals: Everyday Values for loyalty programmes, Peace of mind highlighting insurance offers and Experiences for exclusive activities.
- Cardholders would tap the related portal to launch a fully immersive 360-degree experience.
- Once inside, they can use their phone to look around the virtual room and discover their benefits.
This app is expected to roll out in Q2 2020 in the US only. Other countries could be addressed later on this same year.
It will also be as a white label offer for Mastercard’s card issuing partners.

Meeting a need. According to the J.D. Power 2018 U.S. Credit Card Satisfaction Study, benefits contribute to increasing customer satisfaction with card offers, but only one third of the cardholders fully understand the advantages they have access to. With this launch, Mastercard intends to boost customers’ interest in CLOs and make sure they use their card more often.
A lever for increasing customer loyalty. Enabling customers to look through the advantages that are available to them in a more playful manner may also be a means to attract tech-savvy connected cardholders. And this launch may contribute to securing their partners’ loyalty since the app is available as a white label service, too. Issuers may also further stand out through highlighting advantages they added to their card offers.

Just days ago, they teamed up with the Swedish start-up Doconomy on helping cardholders track their purchases’ carbon footprint. Yet another way to add value to card offers through relying on services.
Yet another US giant features an AR solution for improving customer experience. Over a year ago, PayPal started betting on an AR purchasing experience. In-store, this solution lets them read different pieces of information regarding each article (price, description, accepted payment methods, terms for returning items, etc.).

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