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Apple Pay; Google and Microsoft use cloud-based, host
card emulation in Android and Windows mobile wallets.
Locate, target

Apple, Google, PayPal, Square and other mobile POS
service providers are developing geolocation solutions to
improve the user experience, using beacon and Bluetooth
technologies to detect nearby consumers and send targeted
offers or directions to their smartphones. Here are some
examples:
• Mobile check-in: Beacon sensors recognize valued
customers and trigger check-ins automatically when
they enter a store. Consumers who would prefer not
Tailoring payment to receive targeted messages and offers can turn off
their phones while shopping inside the store.
acceptance in an • Cardless cash: Consumers can withdraw cash at
ATMs, without using a plastic card, via secure mobile
omnichannel world apps that send one-time codes to smartphones and
notify users of nearby ATMs.

By Dale Laszig • Mobile check-out: Line-busting techniques are
replacing long checkout queues in stores, as
DSL Direct LLC consumers use near field communication on their
phones to pay for items. Amazon Go and select Sam's
he omnichannel shopping experience may be Club retailers have introduced mobile apps that
seamless to merchants and consumers, but the enable users to scan barcodes as they place items in
tailors behind the technology will always care shopping carts and exit stores without stopping at a
T about the seams. Like skilled couturiers who POS.
hide every stitch in a beautiful gown, software developers,
integrators, engineers and data scientists strive to make Personalize
payments invisible to users and transparent to service
providers. Personalization, a driving force in all payment schemes,
uses advanced analytics and geolocation to send relevant
Digital technologies enable merchants to accept payments offers to consumers. Retailers are exploring the potential
from multiple sources and connect in personal ways with to create individualized pricing for users, based on their
customers. Merchants can log in from anywhere, view real- credit profiles, shopping histories and the devices they
time transactions and send targeted offers to customers. carry.
Customers can click on an offer at home, view the online
shopping cart on a commuter bus and check out at the Supermarkets worldwide are experimenting with dynamic
office. Now that omnichannel commerce is here to stay, pricing models. "E-pricing," as it is sometimes called, enables
why does it matter if transactions are mobile, online or in- merchants to create pricing on the fly. Some airlines have
store? Isn't it all just commerce? already implemented this practice. A consumer watchdog
group found incongruities in some airline websites, which
Onsite and online transactions, like rompers and evening were displaying higher airfares to people who used iPhones
gowns, are designed to meet different requirements. Thus, and tablets to search their sites, compared with others who
there are several ways for merchants to leverage transaction shopped on laptops and home computers.
origins and attributes.
Australian journalist Olivia Lambert reported that
Authenticate supermarket chains in the United Kingdom plan to
implement "Uber-style" pricing over the next five years,
Smartphones provide a secure mobile payments ecosystem which would enable store managers to raise prices as much
made of mobile network operators, trusted service managers as 90 percent during holidays and peak traffic times.
and secure elements. Secure elements encrypt and tokenize
credentials and cryptographic data, rendering the data "Digital e-pricing is already common across Europe and
useless to thieves and hackers. Hardware and cloud-based America, and retail company Coop Norden in Denmark
secure elements provide unique identifiers for users, who has found it has saved costs and increased efficiency,"
make them more secure by activating and personalizing Lambert wrote in an article for Australia's news.com.au
their devices. Apple uses hardware secure elements in website. "University of Melbourne consumer psychologist

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