April 17, 2012, 2:30 PM

MasterCard jumps into daily deals

The credit card giant follows the lead of rivals Visa and American Express.

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MasterCard Worldwide today said it will launch a daily deal offering by the end of the second quarter.

The program, called MasterCard Offers Services, will provide MasterCard’s bank and merchant clients a means of delivering discounts to consumers based on their locations and shopping behavior.

The credit card processor initially is working with Local Offer Network Inc. to launch the program. Local Offer Network sells advertising and technology services to group-buying sites and also aggregates online daily deals for consumers. As the program takes root, MasterCard says it may work with more vendors to source deals.

 “Increasingly consumers are looking for a great deal and savings–whether that is in paper coupons or through digital channels that create a more enhanced holistic shopping experience," says Mario Shiliashki, group head, U.S. Markets emerging payments lead, MasterCard. "Our collaboration with partners like Local Offer Network will make MasterCard the 'go-to' offers solution for merchants and issuers looking for a stronger connection with our cardholders."

The move marks the latest attempt to link daily deals with payments. LivingSocial, the No. 2 daily deal site after Groupon, last month said it will offer a co-branded Visa credit card with JPMorgan Chase & Co. to all of its North American members. And American Express Co. last year rolled out a program that provides special offers to cardholders who make known their presence at a merchant location using mobile check-in service foursquare.

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