Every November, as retailers dig deep into their bags of tricks, battling each other and their online counterparts for your wallet, the demand for innovation often sparks collaborations with new startups and their novel technologies.

For Best Buy, this means partnering with Nashville-based startup, edo Interactive, which specializes in “card-linked offers.” These are deals tied directly to customers’ credit cards through partnerships forged with banks, such as Ally Bank and Fifth Third Bank, two of edo’s current collaborators, which consumers can redeem just by swiping said credit cards.

While there are many marketing tactics, apps and startups focused on delivering deals to consumers, edo is different because it requires the bare minimum effort of the part of the consumer. Once the offer is linked to the credit card, there is no other requirement, no additional card or code or coupon. It keeps the customer’s existing routine intact without adding extra steps.

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