The world of commerce platforms now expands beyond transactional payments—information is king! Host Tyler Kern and Barry Stearn, director of partner success for Europe’s division of FreedomPay, discussed emerging payment trends, and how this fast-evolving landscape is becoming more complex.

“Payments has become really an information business,” said Stearn. “Yes, there is a transactional exchange, there is a packet of data that passes from the merchant through to the processor for authorization…but built in that consumer journey, look at all the elements that exist around that process.”

Stearn went on to explain how the back end-data engine can help businesses, e.g. the service industry, capitalize on the many customer interactions at those establishments.

“At Freedom Pay, we have the ability not only to capture information at the point of sale around what that loyal customer is buying, we can also build out an analytical token of said consumer profile,” Stearn said.

This securely stored environment allows the client to better understand who their loyal customer is, and to properly market offers and promotions that make sense.

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