PassMarket Integrates Apple Pay with Restaurant Loyalty Apps
At its special event on September 9th, Apple announced its newest product offerings, and in typical Apple fashion, sent the public and the media into a state of great excitement. For us here at iMobile3, the most exciting moment was Apple’s introduction of its new mobile payment service, Apple Pay. Apple Pay will leverage the capabilities of Apple’s new devices to allow users to make secure and effortless mobile payments. From beginning to end, Apple has made the process extremely easy and straightforward for both consumers and merchants. To further aid adoption, Apple lined up an impressive array of merchant partners with over 220,000 locations where users will be able to use Apple Pay in October 2014 when the service launches. While these partners include major retailers like Staples, Walgreens, and Whole Foods, the restaurant sector is also well represented by franchises like McDonald’s, Panera Bread, and Subway.
The launch of Apple Pay will present both challenges and tremendous opportunities for merchants in general and for restaurant franchises specifically. As Apple has a track record of creating products with the qualities and features necessary for widespread user adoption, we expect that this will be the case with Apple Pay as well. When the service launches in October, users will be able to pay for their Big Macs, Paninis, and Foot-longs without ever having to reach for their wallets. As Tim Cook boldly put it, “Apple Pay will forever change the way we pay for things.”
The challenge for restaurant franchises will be to adapt to this new method of mobile payment and accommodate the expectations of their customers. We’ve already worked hard to provide a solution through our PassMarket mobile storefronts technology, which integrates with Apple Pay. Merchants implementing our PassMarket platform will realize the following advantages: Increased operational efficiency, improved customer experience, and improved customer engagement.
The nature of communicating an order over the phone in a fast paced, noisy, and hectic environment means that all too often an order is placed incorrectly. By allowing customers to enter their own orders on their phones, PassMarket helps eliminate this problem. PassMarket’s integration with Apple Pay enables a restaurant to offer order ahead and pay functionality within their mobile storefront application, increasing operational efficiency by improving order accuracy.
PassMarket’s mobile storefront also lets a restaurant to feature menu items to draw customer attention to a specific product, or create an opportunity to up-sell the customer, thus potentially increasing ticket size. Plus, since Apple Pay is designed to be as easy to use as possible, allowing customers to pay through this method helps restaurants to improve line speed.
Apple Pay, instead of using actual credit and debit card numbers, assigns, encrypts, and stores a unique Device Account Number in the Secure Element, a dedicated chip on the iPhone. When a customer makes a purchase, the Device Account Number alongside a transaction-specific dynamic security code is used to process the payment. This means the actual credit or debit card numbers are never shared or transmitted with payment, ensuring a safe and secure experience.
The mobile landscape is increasingly busy and it can be difficult for a restaurant franchise to compete for a user’s attention. Apple Pay and PassMarket help increase user engagement by connecting the act of payment with a loyalty/rewards program. Merchants that currently use the branded mobile storefronts see increases in customer frequency, average ticket amount, and overall customer engagement because of the loyalty programs they offer. Once Apple Pay is released, we anticipate that this number will continue to grow as members will be able to do everything from ordering, to paying, to receiving loyalty points and rewards all in one place.
As you can see, iMobile3 and PassMarket are uniquely positioned to assist merchants with taking advantage of the opportunities presented by Apple Pay. In fact, the same software developers that created PassMarket, also worked closely with Apple and other technology partners like TSYS to certify solutions using Apple Pay, prior to the public announcement on September 9th. So, when Apple releases Apple Pay in October, PassMarket mobile storefront applications will already be integrated with and able to support Apple Pay.
Interested in getting a PassMarket mobile storefront for your restaurant franchise? Contact a specialist today.