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Limited awareness, shared Moving forward
responsibility
When it comes to navigating the complexity of dual pricing and cash discounts,
To clarify, the card networks and it is vital for the payments industry to find a balanced approach that benefits
card issuers have the right to enforce all stakeholders involved. To achieve this, fostering a collaborative and well-
their product usage guidelines. How- informed ecosystem is essential.
ever, there remains a concern, as they
seem to be pushing the accountabil- Regardless of merchants' familiarity with compliance requirements, using a
ity solely onto the merchant and the direct-to-merchant communication platform can be immensely helpful. Such
majority of the responsibility onto the platforms assist in driving awareness and enrollment among merchants,
processor. ensuring that they are well-informed about the guidelines and services.
Moreover, these platforms guide merchants through a seamless implementation
While guidelines are available on the process, ensuring the effective adoption of a compliant dual-pricing strategy.
various card issuer, processor and
state attorney websites, they aren't By embracing technology-driven solutions, the payments industry can promote
always easily accessible. Merely plac- transparency, while improving relationships among merchants, processors
ing information on a website for and customers, creating a more equitable and efficient merchant services
small and midsize business (SMB) landscape.
owners to find and interpret is inad-
equate when it’s clear that many lack Gregg Aamoth has over 30 years of experience enabling secure communication, promo-
the time and expertise to navigate tion and omnichannel shopping experiences for globally recognized retailers and financial
such resources. services brands. He is the founder and CEO of POPcodes, a provider of smart-terminal based
direct-to-merchant communications and value-added solutions platform that is used by lead-
To help SMBs address these challeng- ing payment processors and 10’s of thousands of merchants across North America. Contact
es, it is crucial for card brands and
payment processors to collaborate on him at linkedin.com/in/greggaamoth.
campaigns that inform and educate
merchants of these guidelines. This
proactive approach will ensure that
merchants are well-informed, foster-
ing stronger relationships in the pro-
cess.

However, there is no guarantee that
these parties will assume full respon-
sibility. Therefore, it becomes impor- PAYMENT FORM GENERATOR
tant for merchants to leverage other
resources that can directly commu-
nicate the guidelines and keep them
well informed. EASY TO USE:

Today, technology offers solutions We Host Page
that can bridge the communication
gap between complex guidelines and
merchant compliance. Processors can Pay Link
leverage their smart terminal plat-
forms to enable direct-to-merchant Embed Code
communication, real-time updates,
compliance resources and fee avoid- Inventory
ance while gaining a clear under-
standing of dual-pricing guidelines. Level Ill

These capabilities also enable mer-
ACH
chants to make informed pricing ACH
strategies, all while ensuring compli-
ance and transparency in their opera- C A L L F O R T R A I N I N G
tions.
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