You might think of mobile payment card reading technology as a relatively cheap and simple way for small and medium-sized businesses to accept another form of payment. But Jerry McNerney, Senior Director of Enterprise Marketing, North America at Motorola Solutions, argues we should be thinking bigger.
According to MS’ research “” the firm recently completed its “Future of Retail” study for 2012 “” three out of every four merchants says improving the in-store shopping experience through added personalization is a “business critical” point of strategy. One way to do that: give sales associates on the floor access to consumer data, inventory information, shipping options and more as they roam the room looking to engage with customers. In other words, even with a fully functional cash register sitting steps away, McNerney says mobile payments could deliver a significant upgrade to the brick-and-mortar shopping experience, both for buyers (personalization features) and sellers (efficiency, upsell opportunities).
We asked McNerney to tell us what surprised him about Motorola’s study; what merchants need to do to stay on the cutting edge; and how payments companies can take advantage.