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Barclaycard uses personalisation to counter ‘offer fatigue’

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Barclaycard is using personalisation in a new online bespoke offers service, launched to counter what it describes as ‘offer fatigue’ among consumers.

Using the bespoke offers service, consumers can search for a wide range of offers which are tailored, through personalisation, to the consumer’s spending needs. Retailers can use the service in order to focus their marketing on the customers most likely to want their services or products.

At launch the service featured more than 5,000 offers from names including Tesco, House of Fraser, Odeon, and British Airways. All shoppers can use the service, from their desktop computer through the bespoke offers website or on the go through mobile devices, by downloading the app.


Valerie Soranno-Keating, chief executive of Barclaycard, said: “We created bespoke offers for every consumer and retailer in the UK. We estimate that if the typical UK consumer made maximum use of bespoke offers across their household spend they could potentially save as much as £2,100 per year. For UK retailers this could amount to tens of millions of pounds in additional sales.

“bespoke offers is the savvy shoppers ‘savings SatNav’, always at your fingertips offering whatever you want, whenever you want it. And it also delivers insights to merchants that will help them grow their business. It’s a win/win for the UK market.”

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