"At a 7-Eleven convenience store in Taiwan, you can pick up a 4-inch plushie of Miffy, the bunny character from the Netherlands, a mini bento box charm complete with a realistic chicken drumstick, or a tiny plastic rotary phone. Produced by iCash Corporation (a 7-Eleven affiliate), these keychains are more than just trinkets: Each contains a contactless chip that connects it to Taiwan's elaborate stored-value payment system."
"iCash cards, along with those made by competitors like EasyCard and iPASS, can be used to ride the subway and buses, as well as to make purchases at convenience stores and other retailers in Taiwan. The over-the-top branded keychains, which cost anywhere from $10 to over $30, generate modest direct sales. But their real value lies in their marketing power, drawing shoppers deeper into 7-Eleven's rewards ecosystem and keeping small payments inside its orbit."
"Over the past decade, iCash Corporation and its rivals have turned dozens of everyday products in Taiwan into limited-edition keychains. Many are miniature versions of snacks and household items available at 7-Eleven stores, such as a can of the sports drink Super Supau, a tube of Darlie toothpaste, and a cup of Uni-President's classic yellow pudding dessert."
Branded keychain novelties sold at 7-Eleven in Taiwan contain contactless chips that connect to the country's stored-value payment networks. iCash, EasyCard, and iPASS can be used for transit and retail purchases, making the charms functional payment devices as well as collectibles. These limited-edition miniatures replicate popular snacks, household items, and licensed characters, and range in price from about $10 to over $30. Direct sales are modest, but the items stimulate customer engagement, draw shoppers into rewards ecosystems, and help retain small-value transactions within 7-Eleven and its partners. Some novelty cards include interactive features like lights on use.
Read at WIRED
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