Retail Marketing
uniPAY
is a unified payment and marketing management system for modern retailers,
that helps reduce wastage in payment processing while providing for cost-effective delivery of targeted, measurable database marketing campaigns.
uniPAY comprises of two modules, a) an uniPAY Payment module for integrated, centralized processing of credit/debit cards at the point-of-sale and b) an uniPAY Marketing module for managing various store marketing programs such as loyalty, gift vouchers and cards, staff discount, discount cards and pre-paid products.
uniPAY Marketing module allows retailers and brands to run loyalty marketing programs including database marketing campaigns. In addition the module allows retailers to run marketing services such as gift cards, staff discount, discount cards and pre-paid products.
Innoviti's uniPAY Marketing module works on a client-server architecture.
uniPAY client is a software component that can run on a retailer POS or a typical bank EDC (Electronic Data Capture, commonly known as credit card machine). The client communicates over a telecom network to the
uniPAY Transaction Soft-Switch. The switch then posts the transactions to the uniPAY Marketing Management Host and processes it based on the type of transaction (loyalty, gift, pre-paid, staff, discount). An OnLine Analytical Processing (OLAP) system provides the reporting interface for the various programs.
The
uniPAY Net component is an interface for merchants to provide online payment options to their customers. The interface provides for API calls for the merchant website to be integrated with the
uniPAY Net component which then allows for a secure interface for accepting card payments from customers. The same interface can also be used by the merchant for accepting loyalty, gift and other pre-paid cards as payment tenders.
The
uniPAY POS Client component resides in the front-end hardware, such as a retailer Point-of-Sale (PoS), metro AFC or cab MDT system. This client integrates with the retailer billing application, routes transactions over the retailer network and helps in processing of the marketing card. The client can accept a card swipe or a mobile number as the customer identity to carry out the transaction. The same interface can support various marketing programs including loyalty, gift, pre-paid, staff and discount. In addition it can deliver targeted marketing messages back to the bill based on campaigns set for the customer carrying out the transaction in Innoviti's
uniPAY Campaign Management System.
The
uniPAY EDC Client component resides in an EDC machine in the retail outlet and can even be integrated with a bank's existing EDC machine and credit/debit application. The client communicates over a telephone line or LAN with the
uniPAY Transaction Soft-Switch. The client then processes loyalty and other marketing transactions as would the POS Client. It can also deliver targeted marketing messages back to the bill based on campaigns set for the customer carrying out the transaction in Innoviti's
uniPAY Campaign Management System.
The
uniPAY Transaction Soft-Switch listens to the request from
uniPAY client in ISO 8583 format (banking transaction protocol), authenticates the validity of the sender and their permissions and then and forwards the same to the various uniPAY hosts for authorization.
The
uniPAY Marketing Programs Host accepts transactions form the
uniPAY Transaction Soft-Switch and depending upon the transaction type (loyalty, gift, pre-paid, discount or staff) it directs it to the relevant program module. The Host has the capability to create other marketing programs based on the marketers requirements.
The
uniPAY Reporting System provides an online analytical processing interface to end-users for analysing the transaction records to get required MIS and BI reports. The system has the capability to integrate various data sources, such as transaction records, product (SKU) masters, customer profile, and other details to provide for a rich BI reporting interface. The reporting seamlessly integrates with the
uniPAY Campaign Management System for running targeted, measurable promotions and offers.
The
uniPAY Campaign Management System allows marketers to set and run targeted promotions and offers. The reporting system output can be used here to segment the customers and then set campaigns. The system can deliver the campaigns (Email/SMS) and in case the campaigns contain specific e-vouchers then enable them on the system. The offer delivery can be done through physical vouchers, vouchers delivered through the
uniPAY POS Client or
easiRewards EDC Client or through Email/SMS. Finally the system provides for redemption of the vouchers through the uniPAY Clients thereby allowing for closed-loop tracking of the campaign effectiveness.
