FIS Sees $42 Billion Opportunity in Offers Consumers Never Receive

The next contest for cardholder loyalty may depend less on rewards programs than on whether consumers receive relevant offers before they decide how to pay. That is the larger message emerging from research conducted by FIS ® and PYMNTS Intelligence , according to FIS Head of Product, Payment Networks, Mladen Vladic . The findings point to a $42 billion opportunity tied to offers that never reach consumers at the moment they can influence spending. The problem is not simply creating offers, Vladic said. It is delivering them in ways that match how consumers now shop and pay. Legacy delivery models remain an obstacle. Consumers move between physical stores, digital commerce and mobile channels, while many offer programs still require manual activation or delayed statement credits. These processes create friction for consumers and make it harder for merchants to measure whether promotions actually drive incremental sales. “There are some gaps in terms of how the industry is delivering on that today,” Vladic told PYMNTS in an interview. “The way that offers are being constructed and delivered, it’s really not m...