mDeals – Europe’s first transactional marketing platform Qorus Banking Innovation Awards 2014 - Winner

Typical rewards programmes offer a wide range of discounts for numerous retailers, but they rarely differ between banks. This makes it harder for consumers to identify different discounts and means that rewards programmes are not a decisive factor when customers are choosing a payment card. In addition, rewards programmes are not attractive for merchants because they offer low discounts to all cardholders, even if they already buy the merchant’s products. mBank decided to redesign the typical card reward programme. Inspired by the Cardlytics and American Express ‘Link, like, love’ initiative, the project team implemented a system that enables the customer to: • Choose interesting offers via mobile and online banking channels, as well as Facebook • Receive relevant offers that are assigned based on transactional behaviour and demographics • Receive discount value that is better than traditional rewards because the merchant is able to offer discounts to a precise group of customers, rather than to all cardholders • Automatically redeem the discount by paying with an mBank card. The discount is transferred to the customer’s account as a ‘money back’ transaction • Receive geolocation-based notifications • Share discounts with friends via a dedicated Facebook application.