Banks target customer offers through their mobile phones

Financial institutions will be able to target offers to customers through their mobile phones, according to an agreement ClairMail Inc., a mobile banking company, signed with Cardlytics Inc., an Atlanta-based banking rewards firm.

Cardlytics' financial institution customers will utilize ClairMail's mobile platform to deliver offers via SMS text messages, mobile applications and mobile web banners to cell phone owners.

Cardlytics' solution allows merchants to target customers based on their previous purchases. The customer clicks on an offer, then receives cash back on a purchase or another type of discount. Merchants make the offers to cement customer loyalty. Previously, Cardlytics has targeted customers who bank online. The growth of mobile banking opens a new door, according to the companies.

"As mobile banking usage continues to grow, it presents new opportunities for financial institutions to communicate and provide value to their customers," said Scott Grimes, Cardlytics CEO. Eight of the top 12 banks in America use ClairMail's mobile banking platform, said Pete Daffern, CEO of San Rafael, Calif.-based ClairMail.

The two companies announced their partnership yesterday during the Mobile Financial Services Congress in Miami.