Animation, Sound & Vibration – How Visa is Reinforcing Consumer Trust in a Changing Payments World
Visa’s suite of sensory branding elements arriving at more than one million points of sale
businesswire.com
Visa was the first major payment brand to introduce multi-sensory branding, which included animation, sound and haptic vibration expressions of its brand. After an extensive creation and selection process that involved focus groups and elimination rounds, Visa landed on a single ‘energetic’ and ‘optimistic’ sound, and complementary animation and haptic vibration. Since then, Visa has forged partnerships with a range of companies around the world to deploy sensory branding, ensuring more consumers get the confidence they desire when making a payment.
“As consumers continue to change where and how they pay in the world, the entirety of the customer experience must also evolve in ways that have trust built-in from the start,” said Lynne Biggar, chief marketing and communications officer, Visa. “Giving greater dimensionality to our brand and letting our customers see, hear or feel Visa when they pay, is an essential ingredient at a time when the physical point of sale is making way for greater digital environments. Sensory branding cues provide a way for us to express that our brand promise of speed, security, reliability and trust is still behind every transaction.”
To measure the impact of sensory branding on consumer experience, research with a sample of San Francisco Bay Area merchants1 using POYNT terminals was recently undertaken. The in-store research found that consumers who experienced sensory branding were 12% more likely to say that the merchant cares for their security. Similarly, positive perceptions of the Visa brand increased by 14% compared with those who did not experience the sensory branding at the POS, with recall of the Visa logo also increasing. |
