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Table of Contents

Lead Story

The Sony breach is not a game

News

Industry Update

Legislation in the works

Webinar delves into fraud threats, solutions

Texting for redemption at the ETA

Verizon, Secret Service release data breach report

Features

GS Advisory Board:
Views on regulation and registration

The triple bottom line: people, planet, profits

Ken Musante
Interviews: Jeff Marcous

Research Rundown

Selling Prepaid

Prepaid in brief

IQPC survey raises regulatory alarm

USPS to sell AmEx gift cards

Views

Mobilizing banking's payment franchise

Patti Murphy
InsideMicrofinance.com

Education

Street SmartsSM:
Is now the time for registration?

Bill Pirtle
MPCT Publishing Co.

Technology game changers

Dale S. Laszig
Castles Technology Co. Ltd.

Raising the bar on PCI compliance

Heather Foster
ControlScan Inc.

Social media as a sales tool

Nicholas Cucci
Network Merchants Inc.

Company Profile

Paragon Application Systems Inc.

New Products

The mobile business card

Txt Biz Card
Field Guide Enterprises LLC

Inspiration

Spurring sales with valued-added verbs

Departments

Forum

Resource Guide

Datebook

A Bigger Thing

The Green Sheet Online Edition

May 23, 2011  •  Issue 11:05:02

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Technology game changers

By Dale S. Laszig

When smartphone payments and mobile coupons become as American as baseball and apple pie, it's time merchants get in the game. Emerging technologies, social media and mobility are changing every aspect of work and play, including how we communicate, transact, and share information and services. These technologies are also widening the playing field for electronic transactions.

Game on

In the new game, transactions are no longer restricted to card swipes through stationary readers. Payments can be contactless, card-not-present or MO/TO, e-commerce or recurring. Additionally, payments can run the gamut from credit, debit, and electronic benefit transfer, to an expanding array of alternative payments like those provided by PayPal Inc. and Google Checkout.

No longer relegated to backroom activities in stores, restaurants and online, transactions are increasingly being woven into our lives wherever we are, whether at the restaurant table, in the dressing room or at the ballpark.

Coaches needed

These trends are impacting merchants in a number of ways. Consumers are beginning to ask whether merchants accept mobile coupons at the POS, if they can "check in" via geolocation applications, and what kind of loyalty, gift, and frequency programs are being offered both at brick-and-mortar locations and through merchant websites.

Since merchants prefer to answer yes to these questions, more than ever they are turning to merchant level salespeople (MLSs) to steer them to the right technologies. There has never been a better time for MLSs to demonstrate industry knowledge and thought leadership by helping merchants adopt mobile strategies and technology solutions that leverage new trends in relationship marketing and payments technology.

The payments community has yet to achieve a consensus on the best approach to mobile payments and social media, but that's exactly what keeps our business vibrant and energized. The list of certified and proven solutions available to merchants continues to expand. So reassure merchants they won't miss the technology bus by offering them basic gear to get them in the game. Here are ways to get merchants started.

Smack it out of the park

Getting merchants involved in emerging technologies and relationship marketing can be fun and profitable. Encourage them to think about what makes their brands unique and special. Show them Facebook pages from other businesses in their industry so they can see how others promote goods and services.

Additional tips can be found in Mitch Meyerson's book, Success Secrets of the Social Media Marketing Superstars. Meyerson suggests that the biggest game changer of all for both merchants and MLSs is a winning attitude. "You absolutely must care about your customers, your peers, your prospects, even your competition," Meyerson wrote. "This is about going the extra mile, delivering exemplary customer service, keeping your finger on the pulse, and looking for ways to really demonstrate how much you deeply and passionately care about your people." What's new about that?

Dale S. Laszig is Senior Vice President of Sales in the United States for Castles Technology Co. Ltd., a manufacturer and global provider of smart card, contactless and POS solutions. She can be reached at 973-930-0331 or dale_laszig@castech.com.tw.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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