Visa's sensory assets boost brand perception
18 months ago, Visa became the first major payment brand to introduce multi-sensory branding when it developed sound, haptics and animation to accompany its transactions. Since then, these assets have been rolled out across over 25 countries and 1 million points of sale. To achieve this, Visa partnered with over a dozen companies such as point of sale (POS) terminal providers and payment platforms. It also released software to encourage developers to install the sound.
Now Visa has released the results of internal research that claim that its sensory assets have increased customer trust, positive perceptions, and recall. To measure this, Visa undertook research with a sample of San Francisco Bay Area merchants. The study found that consumers who experienced sensory branding were 12% more likely to say that the merchant cares for their security, while positive perceptions of the Visa brand increased by 14% compared with those who did not experience the sensory branding at POS. Recall of the Visa logo apparently increased - albeit by an undisclosed amount.
Significantly, Visa’s move into sensory branding may also have encouraged its competitors to invest in sound: Mastercard recently launched a full audio identity.