PTA Payment Solutions, a solid PTA Group company active in 180 European shopping destinations with over 750,000 Gift Cards distributed during 2025, makes its official debut in the historic centers starting from Ascoli Piceno. The project, launched in collaboration with the Municipality and the WAP Traders Association, involves around 120 businesses including shops, museums and restaurants.
However, it is not a simple gift card: we are faced with a real paradigm shift that transforms urban shopping into an integrated ecosystem. We talked about it with Riccardo Negri, COO of PTA Payment Solutions.
Riccardo, let’s start from the origins. How has this tool evolved from the first pilot projects to today? Are we close to a paradigm shift?
«In 2010 we realized the potential that Gift Cards expressed in the United States and we decided to import the model to Europe. The first tests started in 2012 in large shopping centers such as Carosello, Gigli and Roma Est. We had to wait for the market to mature, but today we are reaping the fruits of that work: retailers consider this tool a strategic marketing asset.
Today we are faced with the real leap in quality: the definitive transition from a simple “gift card” to a real branded currency. We are no longer talking about a mere transactional tool for giving a gift, but about a complementary currency intrinsically linked to loyalty systems. By integrating advanced solutions together with specialized strategic partners, we give life to natively integrated models: branded currency attracts new flows and generates immediate spending capacity, while loyalty converts the occasional purchase into a stable relationship. In this new perspective the objective is broadened: it is no longer the individual store that creates customer loyalty, but the entire territory that creates a system.
In this transition towards branded currency, the control and analysis of information become the main asset. What is the real value of data collection for brands and your customers?
«Data is the compass of our entire strategy. Moving over 750,000 cards in Europe means managing an impressive amount of information. Through the study of aggregate data, we are able to offer brands and administrations unprecedented visibility into consumer behavior.
We do not limit ourselves to recording the “past” – i.e. where and how much was spent – but we work from a predictive perspective. Analyzing purchasing patterns allows us to anticipate flows of people and understand future consumption habits. This is a huge competitive advantage for our customers: it means being able to plan stocks, calibrate staff, optimize marketing campaigns and structure local events exactly where and when needed, eliminating waste and maximizing the effectiveness of the service.
To support this vision, technology must make a quantum leap. We have already fully developed our own innovative platform based on proprietary artificial intelligence models, which we will launch on the market shortly. This solution will not only concern customer care, but will impact, optimize and strengthen the management of all our services in general. We want the entire infrastructure to be fluid, predictive and hyper-personalised, because innovation only makes sense if it translates into a concrete benefit for people’s daily lives.»
Let’s talk about Smart Cities. How can these solutions act as a point of contact between the Public Administration, citizens and tourists?
«Branded payment is destined to become the real relationship infrastructure for the Smart Cities of the future. The debut in historic centres, such as in Ascoli Piceno, demonstrates that these solutions perfectly integrate the concept of the smart city, acting as a fundamental touchpoint between the public administration and those who live in the area.
The platform is designed to be open and beneficial for two main targets:
• Citizens: The card can become the main vehicle for the corporate welfare plans of companies rooted in the territory. The company provides the benefit, the employee spends it in local networks and the city’s economy is self-financing and supported. Furthermore, in the future, the card will be able to integrate mobility and parking services.
• Tourists: For those who visit the city, the tool becomes a unique and immediate access pass that connects commerce, museums, events and restaurants.
By networking culture, services and commerce, the Public Administration not only offers a payment instrument, but creates a unified ecosystem that grows and enhances the entire community.»
