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Two payments players separately have added partner programs to boost their presence among merchants.
Shift4 Payments LLC debuted its third-party point-of-sale marketplace with the DoorDash delivery service as a strategic participant. The Shift4 program enables companies like DoorDash to offer their applications to merchants within the Shift4 POS marketplace.
For example, orders placed through DoorDash at participating merchants will sync directly with Shift4’s POS software brands. Merchants can eliminate separate tablets used to manage DoorDash in lieu of the Shift4 software.
The Shift4 Marketplace is part of Allentown, Pa.-based company’s Lighthouse Business Management System, an online control panel that includes reporting tools, remote POS-system management, customer engagement capabilities, and social media and online reputation tools. Shift4 says the Marketplace connects app developers to more than 100,000 merchants.
Shift4 also says additional third-party applications will be available soon, such as for online ordering and reservations, employee scheduling, accounting, loyalty, and marketing.
In related news, POS terminal provider and online payment processor Ingenico Group launched a partner-marketing platform called Marketing Edge. The service provides content such as syndicated social media posts, supplemental marketing collateral, and ready-to-deploy marketing campaigns. Ingenico says no marketing training or expertise is required to use the resources. The program also provides tracking and analytics.
“Our goal is to support partners as they grow their business. Marketing Edge provides world-class marketing assets without the burden or overhead of creating them,” Bradford Giles, Ingenico senior vice president of marketing and sales enablement, said in a statement.
The content is designed to keep clients engaged so that long-term relationships can be developed that ultimately generate sales, Ingenico says.
