/// Guest post by contributor Dan Hudson, First Data
Today’s technology is allowing consumers to use their phone as their wallet so they can tap-to-pay or send money from their phone. That means that in the future, shoppers may be able to purchase fuel, buy coffee and pick up groceries with their smartphone. Given that nearly one-fifth of smartphone users say they always carry their phone but don’t always carry a wallet, mobile wallets can provide a new level of convenience for shoppers.
But the benefits go beyond shoppers. For retailers, mobile wallets hold a wide range of opportunities and will help them create richer customer experiences and foster deeper client engagement.
One of the biggest benefits for retailers is the ability to use a customer’s mobile wallet to customize offers based on the consumer’s current location. A mobile wallet can serve as a both a distribution channel and a redemption tool for offers, coupons, discounts, daily deals and promotions.
With 78 percent of consumers saying they are either frequently or sometimes swayed by coupons, mobile wallets may provide the ideal platform for retailers to boost sales with targeted messages. By tying promotions to a shopper’s location, offers can be more relevant and time sensitive information. What’s more, consumers want relevant messages—56 percent of smartphone users said they want to receive location-based offers on their phones when they are near a store.
Mobile is the ultimate form of personalized media because it is intimate and unique to the consumer, which is why it is important for marketers to create personalized and relevant content based on consumers’ preferences.
Retailers can also benefit from a mobile wallet’s ability to streamline the collection, redemption and management of a consumer’s loyalty program points. The automated rewards functionality can be tied to specific payment instruments in the wallet and to individual merchants. Technologies are emerging to enable consumers to manage discounts and rewards within the mobile wallet application.
These types of benefits may spur consumers’ adoption of virtual wallets, and now is an ideal time for retailers to learn more about the technology. Fifty-one percent of smartphone users have used their phone to make a purchase and that number is expected to grow as consumers become more aware of the technology.
First Data has provided readers with access to an ebook on mobile payments. Download The Mobile Wallet: It's Not Just About Payments here.
{Guest Post} Guest post provided by NATSO Chairman's Circle member First Data. In 2005 NATSO joined with First Data to develop a direct, cost effective and competitive solution for payment processing that is fast, convenient and secure. You may use First Data now but that doesn’t mean you are covered by the remarkable NATSO/First Data program! The NATSO/First Data program includes a “cost+” rate structure with numerous reduced fees that include a $0 chargeback fee. Utilizing the vast payment industry experience of First Data coupled with direct oversight of NATSO industry experts, our program supports practically all forms of electronic payments including fleet, credit and pin debit cards plus customized gift & e-loyalty programs. For more information and to get started, contact Dan Hudson at (703) 398-5831 or email Dan.Hudson@FirstData.com.
The opinions and advice given by guest post contributors are not necessarily those of NATSO Inc. The posts should not be considered legal advice. Qualified professionals should be sought regarding advice and questions specific to your circumstances.
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