4 KEYS TO MOBILEWALLET SUC­CESS

Inc. (USA) - - TECH -

DRAFT A BUD­GET

And ex­pect on­go­ing costs. “This is not a one-time in­vest­ment,” says Pay­di­ant co-founder Chris Gard­ner. “You are open­ing your busi­ness to a new chan­nel; you need to main­tain and evolve it.”

SET GOALS

“Think about what you and your cus­tomers re­ally want out of the tech­no­log­i­cal com­po­nent of the trans­ac­tion,” says Ja­son Anello, vice pres­i­dent of mar­ket­ing for the New York City–based restau­rant chain the Lit­tle Beet. “Does it need to have a loy­alty com­po­nent? Or is it just a way to make that trans­ac­tion eas­ier, faster, or bet­ter in your cus­tomers’ eyes?”

TREAD LIGHTLY

“Be care­ful and re­spect­ful of how you reach cus­tomers,” says Gard­ner, as apps’ abil­ity to push lots of no­ti­fi­ca­tions with lo­ca­tion­based ser­vices like ge­ofenc­ing and in-store bea­cons may prove se­duc­tive. “There’s a fine line be­tween be­ing help­ful and an­noy­ing the day­lights out of them.”

PART­NER UP

En­list the help of an ex­pert, es­pe­cially if you’re a brick-and­mor­tar re­tailer, says Gard­ner. “Choose a part­ner that can de­liver a lot of stuff for you so you don’t have to rein­vent the wheel.”

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