bake - January 2016 - 22

"The embrace of mobile pay has been slightly slower
than many originally anticipated," says Pat Dermody,
president of Retale. "But the growth that we're seeing
is undeniable, especially over the holidays, when
consumers seek out the best tools to streamline and
simplify their shopping. For many, mobile pay is a big
advantage at checkout, and that's building strong
consumer support and propelling adoption upward."
One of the most popular methods of mobile payment
is Apple Pay. Dunkin' Donuts makes Apple Pay available as an additional way to reload their card via the
Dunkin' Mobile App. With Apple Pay, Dunkin' Donuts
guests can use their iPhone 6s, iPhone 6s Plus, iPhone
6 or iPhone 6 Plus to purchase, gift or reload virtual
Dunkin' Donuts Cards through the Dunkin' Mobile
App for quick, easy and secure payment for Dunkin'
Donuts food, beverages and merchandise.
Security and privacy is at the core of Apple Pay, as
when guests add a credit or debit card to Apple
Pay the actual card numbers are not stored on the
device nor on Apple servers. Instead, a unique Device
Account Number is assigned, encrypted and securely
stored in the Secure Element on the user's device.
Each transaction is authorized with a one-time unique
dynamic security code.
Scott Hudler, vice president, Global Consumer
Engagement at Dunkin' Brands, says that Apple Pay
allows the chain to "continue to differentiate our brand
with a superior guest experience that includes offering
Mobile Payments

a full array of options to reload your card within the

Beyond the impact of new technology on the health

Dunkin' Mobile App."

of small business, technology is changing the way
customers interact with retail bakeries and coffee

Likewise, Starbucks' mobile app features several

shops across the country. According to the 2015

useful features. It integrates the company's loyalty

report, 43 percent of US consumers have previously

program, which gives customers beneﬁts such as a

used a mobile device (smartphone, tablet, or smart-

free drink for every 15 purchases, and allows users to

watch) to make a purchase in a brick-and-mortar

manage their card balance directly from their mobile

retail store, marking a 7 percent increase from last

phones. Customers can also pay for their drinks by

year who reported they had used mobile pay in

swiping a barcode found in the app at the register.

Retale's 2014 study. Indicating similar growth, when

Additionally, the Starbucks app includes a store

asked if they would be interested in using a mobile

locator, a food menu, and a drink builder feature.

device to pay for a gift or other item in a retail store
during the holiday shopping season, 61 percent of

In the ﬁrst nine weeks following the launch of the app,

shoppers polled this year said that they would, an

Starbucks processed 3 million mobile payments. The

increase from the previous year's 56 percent.

number of mobile transactions soared to 26 million

22 < JAN 2016 | bakemag.com

http://www.bakemag.com

bake - January 2016

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