The effectiveness of the sales and marketing channels used by ISOs and acquirers varies considerably per type of merchant. Aite Group urges processors to move beyond a one-size fits all sales channel strategy.

Boston, MA, October 1, 2008 – A new report from Aite Group, LLC looks at how specific types of merchants respond to the various channels ISOs and acquirers use to win their business. The report evaluates merchants' response to different channels cumulatively, and also breaks down the responses by four business verticals. Aite Group surveyed a total of 160 merchants between May and August 2008 about how they found their current processors, as well as their reasons for choosing them. The resulting report provides insight into the most important factors merchants consider before signing up with a merchant processor.

ISOs and acquirers reach out to merchants through a number of channels - from sales calls to trade shows - in hopes of getting them on board. However, merchants respond to some outreach channels more favorably than to others. ISOs and acquirers can best target their sales and marketing budgets and efforts through understanding what drives merchants' decision-making processes and to which channels these merchants are most receptive. Further, merchants in various sectors respond differently to various outreach tactics. The report reveals how to best approach merchants in the health care, restaurant, e-commerce and brick-and-mortar retail sectors to maximize successful outreach.

"There are a number of avenues used by merchants to find their processors, and ISOs and acquirers try to balance their budgets in order to focus their energies among all of the available avenues," says Adil Moussa, analyst with Aite Group and author of this report. "Businesses in different sectors respond differently to different channels, but referrals guide the bulk of merchants' processor selections. First and foremost, ISOs and acquirers must maintain their reputation and serve their existing merchants well."

This 35-page Impact Report contains 17 figures and one table. Clients of Aite Group's Retail Banking service can download the report by clicking on the icon to the right.

Related Aite Group Research:

• Merchant Acquiring: An Overview
• Card Networks' Rebates and Incentives
• Acquisition and Retention in Today's Merchant Acquiring World
• The State of the Merchant Acquiring Industry

To purchase this report or
for additional information,
please contact:
Aite Group Sales
Tel: +1.617.338.6050
sales@aitegroup.com