There’s an article in Adweek today about “Visa’s new digital product extension” called Rightcliq. It’s a “a free online shopping tool”.
I haven’t had a chance to check the tool itself out, so I don’t know if they executed it well, but I think it’s worth applauding the strategy.
Visa found that “more than 90 percent [of online shoppers] said they’d do more shopping if they could easily compare items and see discounts.” Instead of throwing up their hands and saying, “that’s the job of e-commerce retailers, we’re in the business of swiping credit cards,” Visa took a stand.
They decided they were in the business of making shopping better. Just because the “digital product” isn’t a credit card doesn’t mean it isn’t central to their business.
Instead of thinking of the digital world as a way to supplement the reach of their TV ads, they’re treating it as an opportunity to make the ad a product.
Add Visa to the list of companies thinking about digital strategy the right way.