Loyalty moves into the terminal
DNA Payments announced on 30 October that it has begun piloting a loyalty and customer-insight service with Zeal for selected UK merchants. The software connects DNA Payments card-terminal transactions with Zeal’s customer-level loyalty and reporting tools. The companies say a customer can be recognised when tapping a supported card, receive rewards and contribute to purchasing-pattern reports without a separate merchant analytics workflow.
Data value depends on consent and coverage
The pilot aims to give physical retailers some of the repeat-visit and purchase-frequency visibility common in ecommerce. DNA Payments says merchants can run branded loyalty programmes from the payment device, while Zeal positions the terminal as the recurring customer touchpoint. The announcement does not state how many merchants are participating, when general availability begins, which terminals are supported or how customer identity and consent are managed. Merchants should therefore distinguish the pilot’s intended capability from production coverage, and assess whether customer recognition is reliable across cards, wallets and shared payment credentials.
What it means for merchants
Merchants considering terminal-based loyalty should verify customer consent, privacy notices, wallet and token recognition rates, reward reversals after refunds, reporting ownership and integration costs before using the data for personalised offers.
Read the original announcement
DNA Payments via Business Wire · 30 Oct 2026This brief summarizes the linked primary source. Claims and reported figures have not been independently audited by Payment Guide.