Apple Pay

Sephora Accepts Apple Pay In Store

When almost three quarters of a store’s customers are also holding iPhones, an integration with Apple Pay seems a natural moved. Sephora, whose internal data indicates that around 70 percent of their in-store customers are also iPhone owners was not able to offer Apple Pay at the time of its launch because  it didn’t have the NFC enabled pin pass at the time.

The company has undergone a payments technology makeover of sorts–it has overhauled its entire software to get ready Apple Pay in-store up and running in-time for holiday shoppng.

“We’ve actually looked for a mobile payments solution for a long time but of course it needs to be something that is already widely adopted and Apple Pay provides that,” explains Sephora’s CMO Julie Bornstein.

Sephora was one of the first retailers to adopt Apple’s Passbook for customer loyalty cards.

Sephora to Go, the cosmetics retail giant’s internal mobile app,  integrated Apple Pay into its payment options over two weeks ago. Now Sephora will be able to process mobile payments within physical locations as well.

Sephora will put its toe in with Apple Pay in NYC and the San Francisco Bay area, but will roll out nationwide in the very near future.




The pressure on banks to modernize their payments capabilities to support initiatives such as ISO 20022 and instant/real time payments has been exacerbated by the emergence of COVID-19 and the compelling need to quickly scale operations due to the rapid growth of contactless payments, and subsequent increase in digitization. Given this new normal, the need for agility and optimization across the payments processing value chain is imperative.

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