MMW has learned from USA Technologies, Inc., a payment technology provider of cashless and mobile transactions in self-serve retail, that Apple Pay messaging at the point-of-sale is very good for business.
This week, the company announced the results of a six-month study testing targeted point-of-sale advertising of Apple Pay.
Based on the results showing a steady upward trajectory in mobile payment usage, USAT concluded that smartphone users shown digital advertising at point-of-sale through the ePort Interactive platform are more apt to pull out their iPhone to make a purchase, and even spend more.
Findings by USAT after 24 weeks show targeted, digital advertising on USAT’s ePort Interactive platform that highlight Apple Pay availability at point-of-sale resulted in a:
- 36.5% increase in overall sales
- 44.6% increase in total transactions
- 6% increase in total contactless average ticket; 18% at week 20*
- 55.5% increase in revenue through contactless purchases, including Apple Pay; 121% at week 20*
- 135.2% increase in overall mobile payment usage
“Based on our study, we believe that when businesses and operators present consumers with the option to pay for items with Apple Pay, the number of mobile payments made and the amount spent, increases,” said Maeve McKenna Duska, senior vice president of marketing and sales at USA Technologies. “The data from this study suggest that call-to-action messages underscoring speed, convenience and security of Apple Pay can act as an electronic gateway for consumers to learn about and use the mobile wallets already installed on their phones. Further, unattended markets are continuing to drive Apple Pay usage as it offers consumers a simple and convenient way to pay without cash or a credit card.”