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Sensory branding is a type of marketing that appeals to all the senses. Retailers use sensory branding to create strong emotional associations between customers and their brand by appealing to customers on multiple senses: visual, sound and feeling.
In a digital world where payment experiences are increasingly automatic and invisible, delivering consumer confidence in a payment transaction can be a challenge. Visa has developed a suite of sensory brand marks (animation, sound, and haptic (force/vibration)) for use with digital payment services to trigger the same emotions of trust and security that are associated with the traditional Visa logo.
Visa Sensory Branding is used to signal that an ‘event’, or activity, has occurred with their Visa card. Examples of a Visa ‘event’ that would trigger a signal (animation, sound or haptic) are
- Successful in-app transactions
- Using Visa technology to send or receive money via an issuer wallet or third-party apps
- Successful enrolment in services that require Visa credentials such as Click to Pay, Tap to Phone and more.
From 1 November 2022, Visa Sensory Branding must be integrated into all new payment experiences (excluding physical POS terminals) to signal a Visa ‘event’ on supported devices.
From 1 November 2023, Visa Sensory Branding must be integrated into all payment experiences (excluding physical POS terminals) to signal a Visa event on supported devices.
Examples of payment experiences in scope for the Visa Sensory Branding requirement include, but are not limited to, those involving eCommerce, transit, Connected Commerce and Internet of Things (IoT) devices, wearables, digital wallets and person-to-person (P2P) apps. Payment experiences involving digital POS, such as Tap to Phone (where you can pay by tapping an enabled-smartphone with a card), are also in scope for the Visa Sensory Branding requirement.
What you need to do:
You should contact your gateway support team or payment provider to ensure they are ready to support the Visa Sensory Branding on the timescale outlined.