Aussie retailers ramping up Alipay marketing
Up to 57,000 retailers in Australia and New Zealand will be given the opportunity to target Chinese tourists with discounts and offers prior to their arrival, under a new marketing arrangement through payments providers Smartpay and Incentiapay using Alibaba Group’s payments platform Alipay.
Under the deal, the two Australian payments providers will leverage merchants across their networks to promote goods and services to Chinese Alipay users planning to visit Australia and New Zealand.
Smartpay has a network of around 25,000 retailers offering its Alipay solution, which allows the processing of card transactions and QR payments on a single terminal, while Incentia has around 32,000 merchants across its Entertainment Book and Bartercard platforms.
Chinese users of the Alipay platform will be offered the opportunity to download unique vouchers and coupons, make bookings and transact before, during and after their stay in Australia or New Zealand.
Incentia, which was known as BPS Technology prior to rebranding earlier this month, and Smartpay will earn revenue on all transaction types, including discounts, coupons and e-commerce transactions, through transaction and marketing fees.
Chinese tourist spending is estimated to reach $13 billion in Australia and New Zealand in 2018, while there are more than 600 million people using the Alipay mobile payment platform in China.
Smartpay managing director Bradley Gerdis said the partnership represented an opportunity to increase the distribution of both companies’ products across each other’s networks.
“As most merchants require both a payments provider and a marketing provider, our respective product offerings are highly complementary and synergistic for ourselves and our merchants,” Mr Gerdis said.
“From a technical perspective, the opportunity was made possible through leveraging our market leading SmartConnect cloud-based open API payments platform which powers the software used to process QR payments, such as Alipay, and provides a good example of our ability to monetise our investment in our technology.”
Incentiapay managing director Iain Dunstan said the marketing deal was in line with the company’s strategy of leveraging the Entertainment Book asset.
“We are excited to bring our combined capabilities to market to the benefit of the Chinese consumer.”