Gemalto’s Instant Issuance Deployed in over 300 Shopping Malls

Some of Gemalto’s clients personalize and issue up to 200 cards per week and per branch, which translates into capturing as many new cardholders. Considering that banks usually spend around €100 on marketing efforts to acquire an active account, creating an instantaneous and strong relationship between the bank and the consumer is essential. As shoppers get their card right away, they can start using it immediately and benefit from special bargains at the store.

With Gemalto’s Dexxis Instant Issuance, users get their card in just a few minutes with the same high security level and quality of service as traditional personalization centres offer. The solution enables issuance of magnetic stripe cards as well as EMV cards. For the bank, tangible benefits include logistics cost reduction and additional revenues generated by transactions carried out during the usual issuance cycle. Furthermore, market studies have indicated that on-the-spot issuance gives rise to card activation of close to 100%. This means that all the cards delivered are actually used and the investment is fully productive.

“The initial motivation for consumers to make purchases often fades away by the time they receive their credit card by mail,” commented Philippe Cambriel, Executive Vice-President of the Secure Transactions Business Unit at Gemalto. “Hand-to-hand immediate delivery with Gemalto Dexxis Instant Issuance creates an incentive which is very well perceived by consumers, driven by an immediate benefit at the retailer’s.”

Gemalto Dexxis Instant Issuance comprises the software embedded in the bank’s host server to manage the solution centrally, as well as the software implemented on local workstations at branches for remote personalization. It is part of the broader Gemalto Dexxis personalization solution, which already tops almost 100 installations in 45 countries.