Barclaycard Takes Aim At Targeted Offerings With Daily Deals Entry

Have you ever received an email from a daily deals platform and found yourself disappointed by a long list of mundane offers? Barclaycard is looking to buck that trend, announcing its emergence into the daily deals market with a new service that will allow merchants to use consumer datasets to promote offers that are tailored to the target audience.

According to BrandRepublic, the new deals brand is called Bespoke Offers and is set to go live today, May 9. The site will launch with 5,000 deals from partners including Tesco Direct, British Airways, Virgin Holidays, Shell, Samsung, Starbucks and more.

Stuart Beamish, marketing director for Bespoke Offers at Barclaycard, told BrandRepublic, “Looking around for offers and deals is something we all do, but we felt consumers are being underserved here. They are being bombarded with offers.”

According to Barclaycard, the overabundance of daily deal sites has cultivated a general ‘offer fatigue’ attitude amongst consumers. Many of the voucher sites take a one-size-fits-all approach, and consumers have learned to ignore new promotions. Barclaycard new service aims to create offers that are more suitable for consumers. By using the datasets, Bespoke Offers can more easily define their target audience and offer promotions that are relevant for people of that age, income and spending behavior.

Barclaycard will promote Bespoke Offers heavily in its first six weeks and will incorporate a substantial digital marketing presence. Advertising will include homepage takeovers, social media initiatives and Twitter interaction. 

Bespoke Offers is available for all consumers and not just Barclaycard and Barclays users. Some of the offers will include pre-pay deals and money-off discounts for local private businesses as well as larger brands.

Consumers can view special offers from Bespoke Offers through their website and mobile application. Registered users who allow the company to view spending history will be offered deals that match past purchases.

“Different customers will use the website in different ways. Some people like to be inspired and temped by emails, others don’t,” Beamish commented. “If you want to sign up, that’s great, but if you just want to browse that’s fine too.”

To read the full story at BrandRepublic click here.