Walgreens recently became one of the first retailers to enable Apple's new Apple Pay system, keeping the retail pharmacy giant on the cutting edge of mobile and omnichannel shopping.
Walgreens isn't alone, of course, http://www.drugstorenews.com/article/target-app-integrate-new-apple-pay
" target="_blank">Target also will enable Apple's new payment system. “We know mobile is becoming the front door to Target, and we’re focused on creating the best possible mobile experiences for our guests,” said Jason Goldberger, SVP of Target.com and mobile, in the company’s “A Bullseye View” newsletter. “We’re thrilled to support Apple Pay to streamline how our guests pay in the Target app — this absolutely makes purchasing from Target’s mobile app easier than ever.”
It's a smart play, especially with all of the recent hacking incidents at retail — Apple Pay serves as an encrypted payment service that doesn't reveal such identifiers as name and credit card number as part of the transaction. Apple Pay, and other similar services no doubt, will evolve into the latest facet of omnichannel shopping. Not only will tomorrow's mobile shopper get what she wants, where she wants it and when she wants it, but also how she wants to pay for it.
But it's a smart play for other reasons, too. Apple Pay stands a strong chance of defining the mobile payment space. There aren't too many companies that garner the kind of media attention that Apple does for a new product announcement (USA Today promised its app users live updates from California). But it's with good reason, people interested in news about Apple products tend to be higher-income consumers who actively embrace the new features with each upgraded iPhone.