Following segmentation research and a direct mail audit, IMP-SF created a holistic DM Strategy for key merchant audiences. As a first step, DN wants to prioritize inactive and non-active merchant communications and quickly develop direct mail and in-person sales assets. 

In the future, DN aims to create similar communication campaigns for Newly Onboarded and Accepting merchants. 

Objective

Close acceptance gaps by highlighting network benefits, the impact of lost sales, and backend issues.

Target Audiences

• Primary: Inactive and Never Active Merchants who haven’t accepted a transaction in 4-18 months. 

• Secondary: Increase Employees’ and Customers’ acceptance awareness through signage, swag, and education.

• Insight

  In the largest MCCs, 96% of merchants say they accept Discover, but only 40%-66% are Active.

  • Unaware They’re Enabled

  • Hardware/Terminal Issues

  • Tech/Software Updates

  • Lack of. Acquirer Certifications

  Assignment Key Message

  Are you missing out on sales from the fastest growing payments network?