This glossary dedicated to the realms of payment and marketing is designed to assist you in better grasping technical terms and key concepts.
Whether you are a merchant, a marketing professional, or simply curious, our Izicap glossary will provide you with a reliable and concise definitions, along with practical examples to aid you in better comprehending these pivotal subjects


In the world of payments, an acquirer is a company, bank or financial organisation that processes electronic transactions between a merchant and a customer. The acquirer is responsible for setting up and maintaining the payment terminals used by merchants to accept credit card payments, and for managing the funds transferred between the bank accounts of customers and merchants. In exchange for these services, the acquirer charges the merchant a fee for each transaction processed.

Additional revenue is an increase in sales that a company achieves over and above its normal level of activity. It can be caused by a variety of factors, such as increased demand for a product or service, the launch of a new product or a promotional campaign.

The Android terminal is a command line interface on an Android device that enables users to access system settings and execute commands. It can be used to customize the device, install applications and perform system administration tasks.

This is a request to check the validity of a payment before it is processed. This process involves sending payment details (such as credit card number, expiry date, cardholder name, etc.) to the payment gateway and receiving a response from the gateway indicating whether the payment is approved or declined.

This is the total amount spent on one or more items, divided by the number of items purchased. It can be used to measure the average amount spent by a customer during a visit to a point of sale.

The best customers are those who make regular purchases, are loyal to a business and provide positive feedback on their purchases.

Birthday offers are special offers or discounts given to customers on their birthday. They are generally designed to help customers celebrate their special day and thank them for their loyalty.

Brand awareness is the extent to which people recognise and remember a particular brand. It is the level of familiarity people have with a brand and their ability to identify it.

Buying behaviour is the way in which people decide to purchase goods and services. It includes the factors that influence a person’s decision-making process, such as their needs, desires, values, attitudes and preferences. It also includes the actions they take when making a purchase, such as searching for products, comparing prices and making a buying decision.

A cardholder is a person who holds a credit or debit card. He or she is responsible for ensuring that the card is used responsibly and for keeping a record of any payment or debit made with the card.

A cash register is a machine used to record sales and calculate the amount of money owed by a customer. They are usually found in shops, restaurants and other businesses.

Being client-centric means putting your clients’ needs first. It involves offering them the best possible experience and finding ways to meet their needs. It also means understanding their goals and creating solutions that will help them achieve those goals.

Means used to communicate with customers. The most common communication channels used by retailers are email, SMS, social networks and instant messaging systems (chat, WhatsApp, Facebook Messenger, etc.).

It is a system used by businesses to help them better understand their customers, build stronger relationships with them and increase sales.

Customer acquisition involves finding new customers and encouraging them to buy. This practice encompasses all of the methods used to develop a customer base (loyalty programs, customer referrals, communication by email or SMS, and the use of social networks, to name but a few). In other words, customer acquisition is all the actions taken to find new customers and convert them into regular buyers.

A customer advocate is a satisfied customer who actively defends and promotes a company/brand or even a product to their friends and family. A genuine “evangelist”, customer advocate can have a real influence on their peers, particularly on social networks through the sharing of comments or opinions.

Customer experience is the general feeling a customer has when interacting with a company, from the first contact to the act of buying. It involves the customer’s perception of their relationship with the company, the quality of the products or services, and the customer service they receive.

Customer insight is the information a company has about its customers, such as their preferences, interests and behaviours. It helps companies to better understand their customers and to create more personalised and tailored products, services and communications.

Customer loyalty is when customers repeatedly choose to buy from a particular company or brand because they are satisfied with the products or services they have received. It is based on trust, quality and customer relations.

Customer relationship is the link between a company or shop and its customers. It is based on trust, communication and understanding. It involves providing excellent customer service, building customer loyalty and creating long-term relationships.

Customer retention is about keeping existing customers happy and loyal to your business. It’s important because it’s much easier and cheaper to keep an existing customer than to acquire a new one. It involves providing excellent customer service, offering rewards and discounts, and staying in touch with customers.

Deliverability is the ability of an email to reach its recipient. It is a measure of the number of emails that reach the inbox and the number that do not. Good deliverability means that a higher number of your emails reach the inbox, and poor deliverability means that a higher number of your emails are blocked or end up as spam.

Drive-to-store is a marketing strategy that uses digital channels to encourage customers to visit a physical shop. It is used to increase in-store traffic and sales.

E-reputation is how people perceive you or your business online. It includes how your customers talk about you or your brand on social networks, review sites and other digital platforms. It’s important to pay attention to your e-reputation and take steps to maintain a positive image.

Electronic payment is a type of technology that uses unique digital codes to track, identify and authenticate people, products and services. It is a way of providing fast and secure access to online information and services, without the need for passwords or usernames.

This is the line of text that appears in the “Subject” field of an email. It’s a brief summary of what the email is about, and it’s important to include one so that people know what it’s about before they open it.

Email marketing is used to promote products, services or special offers by sending an email to a list of subscribers/customers. The aim is to establish a customer relationship and build customer loyalty in order to boost sales.


Facebook advertising is a way of promoting your business or brand on Facebook by creating ads that are displayed to people who meet certain criteria (age, location, interests, etc.). It’s an effective way of reaching a large, targeted audience and increasing the visibility and awareness of your business.

Exclusive to Izicap Premium, the Facebook discovery coupon takes the form of a Facebook post containing a clickable link to a promotional offer. This offer in euros or as a percentage discount is valid for a given time and may include certain conditions specific to each retailer. The Facebook coupon is an effective customer acquisition strategy.

It stands for General Data Protection Regulation. It is a law that was created to give internet users and consumers more control over their personal data. It requires organisations to be transparent about how they use and protect people’s data, and gives access to the management of rights over the data that companies hold about them.

It’s a free tool that helps you manage your business’s online presence on Google, including search engines and Maps. With Google My Business, you can easily update information about your business, respond to customer feedback and track your ranking in local search results to measure your success.

Also known as a passive or sleeping customer, an inactive customer is a former customer who no longer responds to commercial solicitations and has not purchased for some time. The definition of inactivity varies according to sector and purchasing habits.

Instagram advertising is a way of promoting your business, product or service on the Instagram social network. It involves creating ads that appear in users’ feeds and stories, targeting specific audiences. Advertising on Instagram is an effective way of increasing awareness of your outlet and reaching a wider, more engaged audience.

An issuer is a financial institution or other entity that issues a payment card, such as a credit or debit card. The issuer is responsible for authorising and processing payments made with the card.


KYC stands for “Know Your Customer”. It is a process used by companies to verify the identity of their customers and ensure that they are legitimate and not involved in illegal activities.

Local SEO helps businesses to increase their visibility in local search engine results. It allows them to be found by potential customers who are looking for their product or service in their region.

Loyalty offers are rewards or discounts given to customers who have made several purchases or who have been customers for some time. They are designed to encourage customers to return and make purchases more often.

A loyalty program is a rewards system that encourages customers to return and purchase products or services from a company. Customers can earn rewards or discounts for their purchases, which can then be used for future purchases. Izicap uses data to track customers’ purchases and activities, enabling merchants to offer them more targeted rewards.

Loyalty solutions are tools that help merchants increase customer loyalty. They can include loyalty programs, loyalty cards, rewards, discounts and other incentives that help customers return to the point of sale.

Marketing automation is the use of technology to manage and automate repetitive tasks such as email campaigns, social media posts and website updates. It helps businesses save time and money, while allowing them to concentrate on more creative tasks.

Marketing campaigns promote a product, service or business through different types of communication channels, such as SMS, emailing or social networks. Marketing campaigns can be designed with different objectives in mind: building a brand image, launching a new product, generating sales, etc. Defining the objective of a campaign generally determines the scope of the actions to be implemented and the most effective channels for achieving them.

Our Marketing Experts support and help retailers to maximize their sales and profits through effective marketing strategies. They use their knowledge and experience to identify the needs of each retailer and develop an effective action plan to achieve their objectives quickly and easily. They also analyze data and trends to create loyalty programs tailored to each business sector, as well as communication campaigns to boost sales.

A member, or more precisely a member of a loyalty program, is a person who has signed up to receive special rewards, discounts or other benefits from a shop in exchange for their loyalty. A non-member, on the other hand, is someone who does not appear in a retailer’s customer file or does not wish to do so.

A merchant is someone who buys and sells goods or services. He usually buys from suppliers and then sells to customers.


A paperless loyalty card is an electronic version of a traditional loyalty card. It enables customers to collect points or rewards for their purchases without having to carry a physical card. With Izicap, instead, customers can register their details directly on their merchant(s)’ POS terminal and then access their rewards easily through customer communications.

A payment card is a type of card that allows you to make payments for goods and services. It may be a debit card, a credit card, a prepaid card or another type of card. Payment cards are usually linked to your bank account or to a payment network such as Visa, Mastercard, Nexi, American Express or Discover.

A payment terminal is a device used to accept payments from customers. It usually consists of a card reader, a keypad and a display. Payment terminals are used in retail shops, restaurants and other businesses.

PCI DSS certification is a set of standards that help protect payment card data when it is processed, stored or transmitted. It commits organisations to meeting certain security requirements and to regularly auditing their systems to ensure that they are secure and up to standard.

The point of sale (POS) is a system used to process sales transactions quickly and securely. It usually includes a computer, cash register, card reader and other hardware and software, which allow customers to pay for goods and services by cash, credit or debit card or other payment methods.

A POS application is a software solution that enables merchants to securely process and accept payments from customers. The application typically includes features such as data encryption and management, fraud protection and reporting facilities. Loyalty programs can also be integrated into POS applications, enabling merchants to reward customers for their loyalty by collecting information (data) during checkout.

Prospecting is the process of identifying potential customers and building relationships with them to promote your products or services. It involves researching potential customers, understanding their needs and finding ways to meet those needs.

This is an automatic payment that is set to occur regularly, usually on a monthly basis. It’s a convenient way to pay bills or make regular payments without having to remember to do it each time.

As a loyal consumer, a repeat customer is someone who buys from the same shop on a regular basis. The frequency of their purchases is proof of their satisfaction. This is a customer with whom it will be easy to maintain a good customer relationship.

ROI stands for Return on Investment. It’s a measure of how much money you get back for every euro you invest in a project (advertising campaigns, communications, new product launch, etc.) or business (renovation, etc.). It helps you understand to what extent an investment is profitable and whether it is worth the money spent.

SaaS (Software as a Service) is a type of cloud computing that gives users easy access to applications over the Internet. It’s a convenient and cost-effective way to use software without having to install and update it on your own computer. Instead, all you need is an Internet connection and a web browser to access the software.

A Smart Customer File or ‘Smart Data’ collects and organizes a whole collection of customer information that retailers use to better understand their customers and make better-informed decisions. This type of data includes customer demographics, purchase history, preferences and contact details. By analyzing this data, merchants can identify trends, target promotions, improve customer service and better understand their customer base.

An smart data management platform is a technology that helps you store, organise, analyze and visualize data to gain valuable insights. It can help you make better business decisions and improve your customer experience.

SMS marketing involves sending text messages to customers to promote your products or services. It’s an effective way of staying in touch with customers, keeping in touch with them and boosting sales.

Social networks connect billions of people through websites and applications that allow them to share information, photos, videos and messages. These platforms are now widely used to promote a product or service, build relationships with customers and increase brand awareness.

Social proof is when people assume that the actions of others reflect the correct behaviour in a given situation. Commercially speaking, social proof means focusing on building a relationship of trust with potential customers by highlighting the positive experiences that other customers have had with your product or service. It’s a way of demonstrating that your product or service is popular, reliable and worth buying.

Telecollection is a process that enables companies to collect their customers’ payment data electronically.

A touch screen cash register is a type of electronic cash register that enables users to enter their order or purchase at the touch of a finger or stylus on a touch screen. It can be used for a variety of purposes, from tracking sales and stock levels to processing payments and printing receipts.


Welcome offers are special offers that companies make to new customers to encourage them to return to the point of sale. They often include discounts or gifts.