More and more brands are launching their prepaid card for any purchase in their network of stores. All means are good to expand the clientele.
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The latest initiative is called “Picard Pay”. The cold brand now offers a totally dematerialized and rechargeable means of payment, to be spent only on frozen foods, of course. This card can be purchased on the brand’s website or mobile application. The consumer can thus follow the evolution of his account, the recharge of which cannot exceed 250 euros, usable in store, on the website, click and collect or even home delivery.
With “Picard Pay”, the group completes its customer offer in general but with a very specific target. The card was launched at the end of August, back-to-school period. It is therefore also and above all young people who are targeted. Picard’s President and CEO, Cathy Collart, says that “it is a question of facilitating the daily life of students, high school and college students who seek autonomy “.
But behind there are the parents, other potential consumers. The child becomes a sort of loss leader. Parents who top up their children’s prepaid card can also track how their offspring are fed. On the marketing level, it is very well seen. Picard builds customer loyalty by addressing the children and grandchildren of its first customers. This allows the brand to rejuvenate its image as it prepares to celebrate its fiftieth anniversary.
Bricomarché and Bricorama, to name but a few, also offer this practical means of payment to make it easier to carry out small jobs at home. Be careful, do not confuse “prepaid payment” cards and multi-brand gift cards which are much more widespread. A prepayment card remains a credit card but outside the banking system, without overdraft authorization, therefore without risk of indebtedness.