RETAILERS AND THEIR USE OF MCOMMERCE
8 October, 2013
Mcommerce adoption relies significantly on the creation and implementation of technologies by major tech firms such as Apple and Google. However, as important is the integration of such technologies by retailers.
Ecommerce giants have often been at the forefront of mobile payments adoption. Groupon for example has now integrated software into its mobile app which allows consumers to scan their credit/debit cards via a smartphone’s camera. This follows the company announcing it sees 50% of its sales come via mobile devices, with more than 50 million consumers worldwide having downloaded the Groupon app.
However, more established bricks-and-mortar retailers are also increasingly looking into mobile payment technologies, none more so than Starbucks. The global coffee chain was one of the first retailers to offer a loyalty card to customers when Apple released Passbook last year. It has also invested in mobile payments technology company Square. Such implementation of technology now means the company sees 10% of its US revenue come via mobile devices; it has also seen 100% year-on-year growth in dollars loaded onto its mobile application.
KFC too has seen adoption of mobile payments technology greatly benefit its business. In the UK, the company created KFC Fast Track, an app which allowed users to order and pay for food from any location. A user simply had to check-in at their nearest store when they arrived before being allowed to skip the queue and collect their order. The trial saw 90% of users place orders via mobile, cutting in-store lines down by 60-70%.
Such schemes are greatly benefitting the adoption of mcommerce, particularly in physical stores. This will continue so long as retailers continue to throw weight and money behind such payment technologies.