Page 17 - Advanced_Payments_Report_2014

ADVANCED PAYMENTS REPORT 2014 – SPONSORED BY

7. Merchants and mobile commerce

Increasing focus on mobile payments

The future of commerce is mobile. Almost two thirds payments and the strong will of merchants to retain control over

of merchants surveyed in Edgar, Dunn & Company’s consumer relationships more evident.

2013 Retailer Survey have launched or are planning Key Drivers for Merchant Adoption
to launch a mobile app or wallet in the next 2-3 years. of Mobile Commerce
The mobile recipe for success for merchants in this year’s survey
Merchants are taking a proactive stance, not willing to let other includes ingredients that generate additional sales, such as mobile-
players impose their standards or gain access to their data. friendly payment methods and ingredients that reduce cost, such

2013 has seen the confrmation of this trend with signifcant as incentives for retailers.
initiatives led by merchants, including: MCX in the US, Auchan Merchants face a signifcant challenge when trying to increase its
group’s Flash’N Pay in France and numerous start-ups such sales conversion per client: how to leverage new technologies to
as FlashIz or LevelUp. Mobile is considered as an opportunity ofer a simple experience to consumers? The traditional silos of
to create new points-of-interaction and strengthen customer stores, Internet websites and mobile have become irrelevant in
relationships. Nowhere else is the shift in the overall balance of the consumer’s eyes. Consumers expect that the payment method

Key drivers for merchant adoption of mobile commerce / payments “The views of merchants who are
(% of respondents who agree or strongly agree) engaging in m-commerce is that,
by and large, they are very keen to
Development of mobile-friendly payment methods be able to ofer couponing services,
(e.g. 1-click, card data saved in customer profle) 86%
Considering the whole purchase process and not only front-of-store sale services, and
payments 85% temporary sales points, all of which
Development of multi-channel strategy by merchants
82% can add value. Improving merchant
Mobile as a tool to engage with consumers and increase acceptance translates into the
communication 80%
Development of m-commerce by merchants with mobile ability for cardholders to be able
website / app 76%
to pay in diferent environments.
Incentives ofered to retailers
75% Beyond new technologies, the
Reduced merchant fees underlying challenge for the
75%
Development and use of data analytics industry is, like always, to win
74%
0% 10% 20% both consumer acceptance and
30% 40% 50% 60% 70% 80% merchant acceptance.”
90%
100%
Victoria Conroy, Editor PCM

edgardunn.com | paymentscardsandmobile.com Edgar, Dunn & Company in association with Payments Cards and Mobile 17