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Waze and Mastercard joined forces to support small independent vendors in Romania with the Roadside Market campaign. Complicated market laws in the country mean that many vendors aren t able to join street markets and must rely on selling their wares on the side of the road instead. Drivers who use the Waze app in the country will now get real-time information from local producers selling everything from fresh produce to dairy products.
Additionally, Mastercard set up the vendors with cashless payment systems, so that transactions can happen in an easy and safe way. According to Cosmin Vladimirescu, Country Manager, Mastercard Romania and Croatia, Cash payments have been until now the only way for the roadside vendors to be paid for their produce, which, in a more and more cashless world, limits the number of customers.
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McCann Bucharest uses Waze to reinvent roadside markets and bring local producers into the digital economy
Mastercard has launched Roadside Market, a campaign that promotes equal access to markets and financial independence for small vendors that are now part of the informal economy.
The Roadside Market campaign has transformed roadside vendors into real small businesses and connected them through the popular Waze driving directions app to the biggest community of drivers in the world. What’s more, these vendors will now have access to a cashless payment system built just for them by Mastercard
When opening Waze for road guidance, potential customers can see in real time all the local producers that sell their products on the road, in front of their homes, in their gardens or other non-commercial locations. Consumers are presented with a short description and a a dedicated PIN to use to make a payment, while every seller will have a POS for cash
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