French bank Crédit Mutuel-CIC Group has combined with Welcome Real-time, a loyalty-solutions provider headquartered in Aix-en-Provence, to launch a loyalty programme aimed at small and medium enterprises (SMEs).

Utilising Welcome Real-time’s “Loyalty and impact at store” platform, the programme will allow merchants to distinguish their ‘best customers’ and establish targeted loyalty campaign parameters via a POS interface.

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Currently being piloted in Alsace, the system aims to empower SMEs to identify and reward their premium clients through an integrated payment solution.

Commenting on its choice of partnership, Crédit Mutuel-CIC Group stated: “The Welcome Real-time solution is very innovative while remaining easy for the merchant to manage with quick implementation. Moreover, it is integrated into the payment process which makes the experience intuitive and creates a point of interaction. Merchants will be able to efficiently reinforce customer loyalty naturally.”

Speaking on behalf of the solutions provider, Philippe David, the company’s chief executive officer, said the deal is testament to the increasing importance of loyalty programmes for French banks and merchants.

“Welcome Real-time, an expert in loyalty, managed to prove that its solutions respond to a changing market: new customer behaviours and new legislations on the banking market,” he said.

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“With more than 20 references all over the world, and more than 15 years of existence, we are now very happy to work with Crédit Mutuel-CIC Group, our first French client, and delighted to begin a close collaboration over the next few years.”

Holding the second largest share of the mobile payments market in France (19.8%), Crédit Mutuel-CIC group serves 29m customers through almost 6,000 points of sale.

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