STORES Magazine - January 2014 - (Page 54) n PAYMENTS Want it? Buy it! MasterCard rolls out one-click purchasing capabilities by LAURI GIESEN I t's not unusual for a magazine reader to want to immediately purchase an item she sees in an article or advertisement. But in most cases, she has to put the magazine down to do this - or at least sign out of an online magazine - and go to an e-commerce site to make the purchase. Or maybe she'll just finish the article and remember to make the purchase later. MasterCard has developed a way for consumers to purchase items from their favorite online magazine's advertising or editorial pages, without ever leaving the page itself. When customers using ShopThis! click on a selected product, the item is automatically added to a shopping cart and payment made via MasterCard's MasterPass digital wallet. TECHNICAL APPEAL The tool was tested in a pilot with Wired magazine, beginning with products fulfilled by Rakuten.com Shopping; early popular items included technology-related offerings like headsets and Bluetooth speakers. Wired was a good publication for the pilot because it appeals to technologically savvy consumers who are more interested in making these types of purchases, says Sharon Maddaloni, vice president of product development for MasterCard Labs. Wired has more than 30 million readers and covers technological issues related to culture, business, science and design. "This appeals to the Wired consumer - someone who is highly digital, used to shopping online, likes the convenience and is a bit impulsive," says Howard Mittman, the magazine's vice president and publisher. "They see something they want and just buy it." The pilot also represented a means to expand Wired's role in e-commerce. "Enabling consumers to purchase directly from the issue is a natural brand extension and it enhances the user experience," he says. "We are looking for new ways to bring commerce content to our readers." EXPANSION PLANS Consumers sign up for MasterPass ahead of time, entering payment and shipping information as well as other pertinent data. That wallet can be used for any online purchase, and can include any payment card, not just those with the MasterCard brand. The program currently works on iOS tablets, but additional platforms will be added as the program expands, Maddaloni says. Long-term, the shopping service is expected to appeal to a broader range of consumer publications and retail products like fashion and home décor. "Wired readers are on the cutting edge as they look for ways to shop that are new and different," she says. "But eventually we see this cutting across a wide selection of publications and consumers." The Wired test is expected to provide MasterCard with data about what types of customers will use such a service and what types of products they want to buy using this method of shopping. That information will affect the speed and direction of a widespread future rollout. Retailers wishing to participate in the program work with pilot partners to integrate their pages to the site. There is no additional fee to participate in the program; Maddaloni says retailers will pay the same processing fees as any other e-commerce site. MasterCard is working on its 2014 roadmap to determine when and how quickly to add other consumer publications. "We want to make sure we learn about what consumers and retailers expect from such an offering before we initiate a full rollout," Maddaloni says. StORES Lauri Giesen is a Libertyville, Ill.-based business writer with extensive experience in covering payment and finance issues. 54 STORES January 2014 WWW.STORES.ORG http://www.Rakuten.com http://www.thisisretail.org/?utm_source=STORES&utm_medium=Digital+Edition&utm_campaign=TIRLaunch http://WWW.STORES.ORG Table of Contents for the Digital Edition of STORES Magazine - January 2014 20 Ideas to Spark Innovation Shattering Retail Norms Retail People This is Retail Q&A C2W Editor's Page President's Page Retail Politics NRF News POV NRF Communities Update Retail Industry Calendar/STORES Resource Center End Cap Trends Merchandising Information Technology Communication Online Human Resources Payments Returns Analytics Supply Chain Loyalty Inventory Management Marketing Mobile Research Tagging Counterfeiting STORES Magazine - January 2014 http://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20180116 http://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20180115 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