The high street store has now turned into a showroom. People visit to get advice, test run clothes and items, and once their decision is made head online for the best deal.
For retailers looking to engage and retain customers, mobile payments present an opportunity to combine their in-store with online offers to create a more immersive experience for consumers. In the UK, retailers like Marks & Spencer and Topshop have already adapted to the changing environment by allowing shoppers to scan QR codes on items for more information and pay for items via their mobile.
However, for retailers to receive the full benefits of mobile payments the industry needs to enable customers to use the same mode of mobile payment from store to store.
The recent announcement that the Electronic Transactions Association has established a US Mobile Payments Committee shows the industry is beginning to collaborate, but this needs to be a global solution.
Mobile payments need to be available from any location, on any device, with any bank and over any network on open technology platforms that do not change behaviour or payment methods for customers and retailers alike.
- Keith Brown, Managing director of mobile payments provider Paythru