In a blog post earlier today, Twitter announced that it will be dipping its toe in the e-commerce pool with the announcement of Twitter Offers. The update comes on the heels of the social media company acquiring payments infrastructure company CardSpring last July.
“Over the past year, we’ve thought a lot about what commerce should look like on Twitter. A few months ago, we took our first step toward this vision by giving merchants the ability to sell products directly from a Tweet,” said Tarun Jain, Group Product Manager at Twitter in the company’s blog post.. “Starting today (in the U.S. only), we’re beginning to test a new way for advertisers to connect with consumers on Twitter and convert them to loyal customers in their stores, on their websites and in their apps. This feature, Twitter Offers, enables advertisers to create card-linked promotions and share them directly with Twitter users.”
Twitter Offers is designed to lend itself to working directly in the streamline design of the site’s timeline. When users see a Twitter Offer in their timeline, they can add the offer to their credit or debit card in just a few taps, and redeem in real time by using the card at the store. Because the offer is tied to their card, redemption is seamless and easy: there are no coupons to redeem at the point of purchase. After the purchase, the cash back savings appear on their card statement within a few days.
With Twitter Offers, advertisers will be able to attribute redemptions directly to their campaigns on Twitter, so that they can effectively measure the ROI from their promotions, even when redemption happens offline.
“Additionally, we make it easy for merchants to get up and running because they can use their existing payment network, there’s no change to the consumer purchase process, no employee training and no new hardware or software to install,” said Jain in the blog post.
By leveraging Twitter’s robust targeting capabilities, advertisers aim to tailor their promotions and campaigns to the right audience, while optimizing for performance.
After users add a Twitter Offer to their credit or debit card, that card information will be encrypted and safely stored to make it easier for them to claim other offers or make purchases on Twitter in the future. The company will also give users the ability to remove this information from their account at anytime. Twitter is planning to work with a handful of brands to begin testing this new feature during the holidays in the United States.