Rewards program, gamified engagement in the sights of eftpos' new Beem IT chief

Experienced digital strategist and former Nine, Microsoft, IFlix manager, Mark Britt, joins eftpos to drive commercial growth of its digital payments offering

A national rewards program is in the sights of eftpos’ new recruit and digital strategist, Mark Britt, as he joins the group as the new chief of its Beem It division.

Beem It is a digital wallet provider and was acquired by eftpos last November as part of the Australian-owned company’s transformation from predominantly card-based solutions at point-of-sale to digital offerings. Alongside the Beem IT acquisition, eftpos has purchased digital identity solutions provider, ConnectID, and kicked off trials of the technology with Australia Post last year.

Britt, who boasts of substantial experience in digital strategy and innovation, joins eftpos as CEO of Beem It, but is also tasked with leading the new ventures business across the group, incorporating ConnectID. Britt most recently co-founded and headed up Asian streaming business, iFlix. Prior to this, he built his digital credentials as CEO of Nine Digital and also spearheaded Microsoft’s consumer and online business across Asia-Pacific. 

Credit: Beem IT

  

“Mark embraces the startup mindset required to deliver the necessary speed to market and intensity of meeting customer needs,” eftpos CEO, Stephen Benton, said in a statement. “This is critical as the eftpos Group has big aspirations for Beem It, both in terms of the role it will play in Australia as the lifestyle app for all Australians and for the eftpos Group broadly to progressively cover new ventures for the Group.

“Beem It, along with other eftpos assets such as connectID, will be utilised to create compelling innovations within a local ecosystem for consumers, fintechs, merchants and banks to enhance digital commerce while leveraging existing industry investments to help compete with big tech.”

Already, Britt has signalled plans to enable Beem IT with discounts and offers, an all-in-one loyalty wallet, gamified social rewards and promotions supporting local businesses. Beem IT has 1.4 million members nationally.

“There is a great opportunity to make Beem It available to more people with more services and features, while creating an Australian digital marketplace focused on delivering value for all users,” he said. “Australians are already using digital wallets to pay for everyday expenses and eftpos recognises the key growth opportunities are linked to how the value-added services that wrap around the digitised payment are achieved.”

Earlier this year, eftpos took the wrappers off a refreshed brand identity and marketing strategy aimed at supporting its pursuit of the digital payments space.


Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here. 

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in