Targeted issuance–sending contactless cards to those most likely to use them–could be one of the reasons U.S. Bank’s contactless debit card program, which started in June, is “looking really promising,” a U.S. Bank group product manager told those attending the Bank Administration Institute’s Retail Delivery Conference this week in Orlando.

Nearly a third of its customers who received the card in June actually performed at least one contactless transaction. The bank Issued cards to specific segments, such as younger customers who are more likely to be aware of the technology and thus will use it more. “People who are not likely to use it, don’t waste your time issuing to them,” said U.S. Bank’s Michael Shepard.

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