MasterCard is hitting the golf course with payment-enabled wearables at the Arnold Palmer Invitational in Orlando, Florida.
Golf fans can shop for Graeme McDowell’s equipment and G-Mac apparel, while teeing off on a virtual fairway as part of a Priceless Golf experience. Or they can tour with McDowell of the iconic 17th hole at TPC Sawgrass’ Stadium Course, one of many Priceless Cities experiences.
A deeper dive via VR lets consumers identify an item within the experience like a golf shirt and buy it right there through a collaboration with start-up Wearality.
“Giving consumers the opportunity to immerse themselves virtually into experiences you can only get with MasterCard is a great way to showcase the exclusive offerings and access we’re delivering through our Priceless platforms,” said Raja Rajamannar, CMO MasterCard, in a press release.
As part of its Commerce for Every Device program, MasterCard has partnered with Callaway Golf to use traditional golf gear to make payments from the golf course. “Callaway’s leadership in golf equipment is about innovation and performance,” said Harry Arnett, SVP marketing and brand management, Callaway, in the press release. “To be connected to this innovative technology experience that provides on-course utility is a natural extension for our brand.”
MasterCard is expanding its Qkr! with MasterPass so users can order and pay for concessions and merchandise at events directly from a smartphone as well as purchase gear used by its golf ambassadors.
“MasterCard is leading the industry in new payment technology that will enhance the consumer commerce experience,” said Brian Oliver, PGA Tour senior vice president of corporate partnerships. “By introducing this technology at the Arnold Palmer Invitational Presented by MasterCard, they are showing golf fans and the world that this technology is ready and that it will improve daily life through improved experience, convenience and security.”
“It doesn’t take a tremendous leap of imagination to see how such technology could infiltrate ecommerce,” reports Venture Beat. “Specific to golf, it’s feasible that games could integrate with ecommerce—you could be playing virtual golf with Tiger Woods or Graeme McDowell and buy the same clubs or trousers that they’re sporting.”
Of course, the biggest challenge is integrating VR tech seamlessly with e-commerce. “Once the headgear gets commercialized and every consumer has one,” says Matt Ozvat, VP developer integrations for Vantiv, in Venture Beat, “I believe then e-commerce will be a ripe area in the payments industry to really optimize that experience and quick buying power.