Retail Top 100 2012, No. 21: Mobile/contactless payments
Jan. 2, 2013
Although U.S. customers have been relatively slow to adopt NFC-equipped smartphones or utilize the contactless payment cards they already carry in their wallets, blogger and principal analyst at Forrester Research Brian Walker predicts we will soon see customers waving NFC-enabled smartphones across interactive display ads to automatically add pictured items to their online carts, making immediate transactions on their phones, or walking into a store with the resulting offer. More than 7,000 Subway restaurants across the U.S. are installing new Tap & Go Payment Readers to accept contactless payments through the MasterCard PayPass platform. Subway diners will be able to pay for their meals simply by tapping a PayPass-enabled card or device at the register. As more and more consumers interact with these devices, Walker expects that their expectations and buying habits will quickly change.