As a leading global financial services brand, Visa is in a unique position because of its distinct omni-presence in consumers’ everyday lives, no matter where they are in the world. Omni-channel takes on a whole new layer of significance for a brand like Visa, where every transaction using a Visa payment method is done within the context of another brand. Visa is accepted by more than 44 million merchants in more than 200 countries and goes to market with more than 16,000 financial institution clients. Thus, Christopher Curtin, Chief Brand and Innovation Marketing Officer, places a cohesive omni-channel experience as a top priority in delivering on their brand promise.
“Everything is moving to smaller and smaller formats, and we have been on this progression of moving from a desktop to a laptop, tablet, phone, watch and even a ring,” Curtin explains. “As we move down that kind of continuum, we need to keep in mind three main components: innovation, security and ease of use. Innovation leads into the user experience as we think about how we can innovate to make our customers' lives easier. At the same time, there is not a human being on earth who wants innovation without security, especially when it comes financial services and their money.”