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Survey: Half of consumers not familiar with mobile payment

BY Katherine Field Boccaccio

NEW YORK — As the use in-store mobile payment becomes more pervasive, consumers require increased education on the performance and ease of use of mobile pay services, a recent survey by Verifone of U.S. consumer attitudes suggested.
 
Conducted online during the holiday 2014 shopping season by Wakefield Research, the survey revealed that than half of respondents – 53% – said it was important for more stores to install devices that enable consumers to pay with their smartphones, indicating wide receptivity to mobile pay options once they’re provided. The response was significantly higher among younger consumers; 64% of respondents aged 40 and below agreed that more stores should install devices that allow customers to use smartphones to pay.
 
Additionally, 84% said they would use their smartphones to pay for small and medium purchases, such as a cup of coffee or pair of jeans.   
At the same time, the survey showed that half of consumers polled were unfamiliar with mobile technologies such as near-field communication (NFC) and mobile wallets. Similarly, half of respondents said they were unlikely to shop in a store because it used in-store tracking technology to provide offers on mobile devices.
 
“This is a classic case of new technologies needing to reach critical mass before consumers come on board,” said Joe Mach, senior VP and general manager of vertical solutions at Verifone. “Today, in 2015, the pieces are fitting into place – what’s essential now is for the industries driving the mobile payment revolution, from finance to retail to systems providers, to educate consumers on mobile payment’s benefits and easy use.”
 
Other key survey data include:
 
• Credit/debit cards remain the primary method of payment for 63% of all survey respondents, with six percent favoring alternative payment options such as PayPal, and four percent preferring mobile wallet services.
 
• A total of 54% of survey respondents are familiar with EMV technology.  Of this group, 39% use credit or debit cards that have EMV chips as their primary or secondary payment method; among respondents under 40 years of age, 49% use credit or debit cards that have EMV chips as their primary or secondary payment method.
 
• More than half of respondents – 56% – are willing to continue shopping at a store whose credit card information was stolen; the number of consumers who are less likely to continue shopping at such a store was 44%.
 
• Among the advantages cited to using smartphones instead of traditional payment methods, speed of use ranked first (34%), followed by freedom from carrying a wallet (29%), access to mobile deals (24%), ease in tracking spending (23%) and safety of personal

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NRF live: Outline of 2015’s retail priorities

BY DSN STAFF

NEW YORK — National Retail Federation president Matthew Shay told attendees of retail’s Big Show in New York City this week that the industry is well-positioned for 2015 — with a little help from friends in Washington.
 
“At the top of the list [of priorities] is the Marketplace Fairness Act. The MFA will level the playing field between brick-and-mortar and online retailers when it comes to collecting state sales taxes. The world of commerce has changed, and so should this law,” Shay said. “Last year we reshaped the debate on patent litigation reform. Now we want to move patent litigation reform through Congress, and to the president’s desk for signature. And on cyber security, we expect Congress to take a Common-sense approach to national standards for breach notification and information sharing. With a little help from Washington, we might –- finally — unlock the potential in this economy and start growing again.”
 
Shay also said that the NRF will have three top policy priorities this year:
 
Reforming the tax code. At 35%, the United States now has the highest corporate tax rate in the world. Broadening the base, lowering rates and streamlining the tax code will make the United States more competitive, spur growth and attract investment, Shay said.
Updating our trade agreements to open new markets for U.S. goods. Trade generates higher-paying jobs for workers and lower prices for consumers and we should aggressively pursue new trade deals, Shay said.
Fixing the immigration system. If we’re going to continue to compete in the 21st century, we need an immigration system that ensures we can attract –- and retain –- the brightest and most skilled workers from around the world, Shay added.
In other NRF news, the group announced that Container Store Chairman and CEO Kip Tindell has been elected chairman of the NRF board of directors and chairman of its executive committee. Tindell succeeds NRF’s immediate past Chairman, Stephen I. Sadove, chairman and chief executive officer of Saks Inc. (retired).
 
Tindell was elected at the Board of Directors meeting held Sunday during NRF’s 104th Annual Convention and EXPO, Retail’s BIG Show. Mindy Grossman was elected vice chairman of the board. Tindell and Grossman will join NRF President and CEO Matthew Shay to comprise NRF’s leadership team. Each board officer will serve a two-year term.
 
“NRF, its staff and the industry at large will benefit greatly from Kip’s dedication, professionalism and leadership over the next two years as we already have for the time he’s been a part of NRF’s board of directors,” Shay said. “We are honored to welcome our new chairman and our newly – and re-elected board members as we continue to work with Capitol Hill on policies that directly impact one of the biggest industries in the world, while simultaneously learning more about the constantly-changing retail landscape.”

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Marsh Supermarkets, inMarket launch Apple Watch iBeacon experience

BY Antoinette Alexander

INDIANAPOLIS and LOS ANGELES  — In what is being touted as the first iBeacon-wearable integration at retail, Marsh Supermarkets and inMarket have announced the deployment of a closed-loop iBeacon platform, enabling shoppers with smartphones and Apple Watch to have their favorite apps come alive in-store.

iBeacons enable smartphone and wearable apps to wake up at precise moments and help shoppers based on where they are. For example, a shopper might be reminded to check her shopping list app upon entering a store, or to view ingredients for a recipe she favorited last week.

inMarket's SDK will enable opted-in shoppers with the Marsh app, shopping apps on the inMarket Beacon Platform and now Apple Watch apps to experience contextual mobile experiences in the store. inMarket's beacon platform reaches 18% of all U.S. mobile users, or 32 million shoppers per month, per comScore.

"iBeacons have created new ways to connect with mobile shoppers in the store, and inMarket allows us to reach many of our shoppers through the apps they love and use every day," stated Amit Bhardwaj, senior director of customer loyalty, Marsh Supermarkets. "Now with wearable integration, shoppers who use Apple Watch will enjoy the same digitally augmented, real-world shopping experience."

With Apple Watch integration, Marsh and inMarket are the first to extend iBeacon enhancements beyond smartphone users to the new audience of "wearers."

"Mobile isn't just the phone anymore. Mobile includes any device that conforms to your life and helps you based on who, where and even 'when' you are," added Todd Dipaola, CEO at inMarket. "It's an amazing time for consumers and commerce as digital and physical experiences converge."
 

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