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Q: One Unique Card? ( No Answer,   4 Comments )
Question  
Subject: One Unique Card?
Category: Business and Money
Asked by: doost-ga
List Price: $40.00
Posted: 20 Jan 2005 11:25 PST
Expires: 19 Feb 2005 11:25 PST
Question ID: 460536
We want to launch a for-profit company and asking our members, our
?card? holders,  to use our ?card? when they buy their normal day
necessities of life at our affiliated merchants, physically or online,
including drug stores, supermarkets, etc. In return, we will get a
commission from these affiliated merchants and 50% of this commission
will go to our members? favorite charity.

We would like to know the best methodology, symbologies, the
transactions, reporting and payment system, to achieve our goals.

Keep in mind that our members will use one card at our affiliated
supermarkets, drugstores and other merchants nationwide. What kind of
card this should be? How is it going to work? Is this card compatible
with different and multiple points of sales?

We know about the affiliate card, affinity card, loyalty card and
discount card, etc. but we don?t thing those will be workable in our
case. Is there any such program or ?card? exists? Please give a detail
answer. Thanks.
Answer  
There is no answer at this time.

Comments  
Subject: Re: One Unique Card?
From: stressedmum-ga on 20 Jan 2005 20:33 PST
 
A local (Australian) supermarket chain (of independent grocers) has a
Community Benefit card which sounds along similar lines to what you're
proposing ... sort of. Have a look at their site...
http://www.ritchies.com.au/benefits.html#topstory
Subject: Re: One Unique Card?
From: frde-ga on 21 Jan 2005 05:31 PST
 
Such cards already exist - sort of

I call them 'charity cards' - the issuer hides behind a charity,
provides a nice glossy card and pays a pittance to the charity that
has lent its name.

In the UK these are normally run by American card issuers.

You do have an interesting 'twist' 
- blagging retaillers into upping the 'voluntary contribution'

- rather a good idea - as it is debranding the card down to a generic
'C CARD' and grabbing at the retailers' loyalty card market.

Realistically the entry costs of setting up a /real/ plastic issuer
are rather high - so I doubt you could do it alone.

Also other card issuers would cotton onto your interesting 'twist'.

A seriously good idea as it cuts down on diverse printing.

Unfortunately, here in the UK, within days of launching it, you would
see the 'Virgin Charity Card' - which would be the Royal Bank of
Scotland or the MBNA under the hood.
Subject: Re: One Unique Card?
From: daniel132-ga on 21 Jan 2005 10:34 PST
 
Attempting to integrate your product into disparate POS systems is
virtually impossible. First, because companies will be
unable/unwilling to provide you with the source code to their POS
systems; second, because each one will require its own hacks.

However, there is a solution: The Go Boston Card
(www.gobostoncard.com) uses its on POS system that is placed at each
participating merchant location. Someone with a Go Boston Card simply
swipes it through the provided card reader.

If you are looking to have something more integrated, you have two options:
  1) offer a standalone hardware reader that will work specifically with your cards

  2) layer your hardware on top of the merchants: all customers swipe
through your reader. If it is a standard credit card, you pass the
data along to the merchants regular POS system. If it is your card,
you route the data through your own POS system.
Subject: Re: One Unique Card?
From: frde-ga on 21 Jan 2005 22:28 PST
 
@Daniel132

Doost-ga's idea could work - and very easily.

POS systems are designed to absorb just about any card that conforms
to one rigid ISO specification. One simply 'leaches off' the existing
system.

The retailer need know nothing about the 'special features' of the card.

The only place one needs to 'tap in' is at the card clearer level, and
that is done by setting oneself up as a Card Issuer. So the card
clearer pumps the card to your system rather than VISA, AMEX,
Mastercard etc (or probably to your system via one of those mega
clearers).

The retailer's 'voluntary contribution' to the customer's favoured
charity is extracted in ones /own/ system - and pumped back down the
line as a debit.

All the 'charity accounting' work takes place on ones own back office
system, and is not particularly complicated.

There are two reasons why it is not worthwhile for Doost to pursue the idea:
a) The costs of setting up as a Card Issuer are prohibitive
b) An established issuer would rip off the idea

I'm also pretty sure that the retailers would hate the idea, but
things like the Tsunami might force their hands.

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