A marketing strategy that uses consumer payment card transaction data to deliver personalized promotions, loyalty rewards, and advertising campaigns. By partnering with banks, payment networks, and fintech providers, marketers can reach customers directly within trusted financial touchpoints such as banking apps, credit card portals, and digital wallets.
CLM programs are built around verified purchase behavior, enabling precise targeting and measurable performance. This approach reduces reliance on third-party cookies or digital tracking, making it especially valuable in today’s privacy-first environment.
A CLM initiative can take many forms, from simple statement credits to highly targeted multi-merchant loyalty campaigns. One common element within CLM is the use of Card-Linked Offers (CLOs)—individual rewards tied to a customer’s debit or credit card. In this way, CLOs serve as one of the core building blocks of broader CLM programs. Still, CLM can also extend into audience segmentation, multi-channel attribution, and retail media strategies that go beyond a single offer.
By combining transactional data with direct-to-consumer channels, CLM provides marketers with a scalable way to drive incremental sales, strengthen loyalty, and prove return on investment with unmatched clarity.
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