Google taps in big marketing strategy for Android Pay

At the Money20/20 being held in Las Vegas, Google’s senior vice president of ads and commerce Sridhar Ramaswamy spent some time talking about the progress Google is making with Android Pay. Ramaswamy also described several facets of a marketing strategy being implemented to help drive growth for the payment platform, including the forthcoming introduction of a new loyalty program.

The new loyalty program will kick off with the help of partner Coca-Cola. Users who make use of Android Pay to purchase a Coke from one of the 20,000 NFC-enabled vending machines out there will get reward points that can be used for additional Coke purchases. Ramaswamy says company marketers like these types of programs because it helps improve customer retention rates and at the same time provides valuable purchasing data.

Google is also looking at helping carrier partners Verizon, AT&T and T-Mobile promote Android Pay by training their sales reps to push it. On the other side, Google’s card partners American Express, MasterCard and Visa, along with card-issuing banks, will benefit from a marketing drive sponsored by Google.

These initiatives are expected to help Google continue to grow Android Pay. Although detailed numbers were not provided at the conference, Ramaswamy did reveal that “millions” of accounts have been setup on Android Pay with linked card information. Even better, more than 60 percent of these users are new in that they had never used Google Wallet.

Has anyone out there had any success using Android Pay?

source: Re/code

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