Tills to ring to the ‘op­ti­mistic’ sound of Visa trans­ac­tions

The Daily Telegraph - - Front Page - By Sarah Knap­ton Science ed­i­tor

SHOP­PERS al­ready driven to dis­trac­tion by the in­ces­sant ding­ing and beep­ing of self-check­outs could be about to face a new headache.

Pay­ments us­ing Visa will soon be ac­com­pa­nied by a “sig­na­ture sound”, that will chime out each time a card or smart­phone is pre­sented, or an in-app pur­chase made.

Mar­ket­ing em­ploy­ees at the com­pany have spent a year choos­ing the per­fect noise that, they claim, sig­nals “speed and con­ve­nience”, while be­ing “en­er­getic and op­ti­mistic”.

They in­sist it is not overly in­tru­sive, and claim other chimes were elim­i­nated for be­ing too “an­gry” or elic­it­ing “vis­ceral re­ac­tions”.

The com­pany is also launch­ing a unique vi­bra­tion that users will feel when pay­ing by smart­phone, claim­ing it is en­ter­ing a new era of “sen­sory brand­ing”. The new sound and vi­bra­tion were picked af­ter spend­ing months car­ry­ing out neuro-re­search to test the phys­i­cal re­ac­tions of vol­un­teers when they were played dif­fer­ent sounds. The com­pany claims users were left feel­ing “happy” and “ex­cited” by the new chime and vi­bra­tion.

“We wanted to make sure we had the global view, not just four to five un­in­formed peo­ple de­cid­ing which sound won the pop­u­lar­ity contest,” said Lynne Big­gar, Visa’s mar­ket­ing chief. “You’d be sur­prised by how ex­cited and how com­pet­i­tive or opin­ion­ated we all can be about very short sounds.

“We all are be­com­ing very re­spon­sive to the use of sound.”

The new sound will launch in Jan­uary ahead of the Olympic Win­ter Games in Pyeongchan­g, South Korea, with an ad­ver­tis­ing cam­paign fea­tur­ing ath­letes mak­ing pay­ments by swip­ing a credit card, tap­ping a phone and com­plet­ing pur­chases on­line.

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