Auckland loyalty firm buys US card maker

Auckland loyalty scheme software developer Visible Results is buying US loyalty card maker GraphiCard Systems International (GSI) for $14.4 million.

Auckland loyalty scheme software developer Visible Results is buying US loyalty card maker GraphiCard Systems International (GSI) for $14.4 million.

The four-year-old Visible Results supplies graphic cards and readers and manages collection and data mining software.

Mobil Oil’s Mobil Max loyalty programme was developed by Visible Results and the petrol company uses the company's software and GSI cards.

GSI holds a multinational patent for GraphiCard, loyalty card technology that allows retailers to communicate directly with customers at the point of sale and update information displayed on the card each time it is used.

The acquisition will give Visible Results, which has 40 staff and offices in Singapore, Australia and Japan, access to GSI’s distributors in North and South America. Under the deal the company’s Auckland offices will provide services to the US worth $US30 million and the link is expected to boost export earnings to 80% of revenues.

Visible Results will gain 14 GSI staff based in Kansas. The company is also seeking staff locally.

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