To get mobile payment adoption rates up, customers need these three things
Mobile payments are growing, but they’re hardly ubiquitous – nor as accessible as many payment services believe them to be. But what can be done to make customers be more optimistic towards making them?
Give them a reason to pay
Customers are more likely to convert to using mobile payments once they’ve made their first transaction. It’s easy to see the benefits once you’ve done it a couple of times, but it’s hard to incentivise them into making a mobile payment in the first place. So, you have to offer up something that a traditional method of payment cannot.
This could, quite simply, be a combining of loyalty points and rewards when using a mobile to pay – just look at Starbucks for a successful implementation of such a model. But also it’s a way to reduce the interactivity between consumer and cashier, meaning businesses that rely on speed and a frictionless customer experience can genuinely offer up something useful by switching to such a payments process.
Reward your customers
According to Accenture’s study, 60 per cent of consumers who already make mobile payments said they would probably do so more often if they received instant coupons as a result. Of that, 36 per cent said they’d actually give over personal information if this was the case, and 46 per cent said they’d spend more if they had been given the offer of short-term location-based coupons.
Rewards and payments go hand in hand with card payments nowadays. The crucial difference here is that with a mobile payment the reward can be gained instantly, and redeemed near instantly too. it’d also mean there’s no need to remember an email, hold scraps of paper and receipts, nor dole out your mailing address too. It’s also a great way to incentivise the mobile payments infrastructure that’s been invested into. With a simple set of rewards reserved exclusively for those who pay using mobiles, you can really push the rate of adoption upwards.
Keep things familiar
As Mobile Payments Today points out, keeping things familiar will automatically make mobile payments feel safer. And, while mobile payments are secure, 45 per cent of survey respondents who don’t make mobile payments said they were concerned about privacy. Thirty-seven per cent also said they had worries about privacy too.
While it pays to educate your consumers about how safe mobile payments actually are, it’s also key to make the whole process feel similar enough that it isn’t a massive departure from the norm. Of course, you also have to make it feel different enough that they want to use it instead of traditional payments models.
The key for mobile payments isn’t just about making it an event people want to be part of, it’s to make it seem genuinely useful and make the payment experience completely unobtrusive. That said, to get customers to a stage where it feels like that, perhaps making an event of it would work better to reel them in. That’s certainly what Barclaycard did with its bPay writsbands, and it seems to have gone down well.