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Object Edge built a customer facing web application for enrollment for 'Fast Forward', the card-less payment option from Safeway. The enrollment module is integrated with various 3rd party services such as card printing service, PIN mailer service, ID verification service, bank account verification service etc. Object Edge also built the on-line administration module for 'Fast Forward'; both the enrollment and administration modules were built using SOA components.

Using this self-serve application, the customer can enroll for a 'Fast Forward' account on-line and get it linked to multiple payment options within a few minutes. The customer adoption for ‘Fast Forward’ was slow to start with, but today much of Safeway’s customer sales is transacted using the ‘Fast Forward’ payment mode. Since ‘Fast Forward’ is linked to Safeway’s loyalty program, this instrument was instrumental in promoting loyalty also.