Study: Apple Pay usage soars with digital targeted POP messaging
Apple Pay may be transforming mobile payments, but digital targeted messages spur more shoppers’ willingness to pay with their devices.
This message was delivered in a study from USA Technologies. The report measured the impact of targeted digital advertising screens on consumers’ use of mobile wallets – primarily Apple Pay. The impact of 35 vending machines located in New York and Louisiana were measured over a six-month period, between March and August 2016.
After 24 weeks, the organization’s ePort Interactive platform, a device located at point-of-sale that features targeted, digital advertising highlighting the availability of Apple Pay, produced a 36.5% increase in overall sales, and a 44.6% increase in total transactions, the report said.
Participating retailers using the advertising devices experienced 6% increase in total contactless average ticket; and an 18% jump at week 20. They also saw a 55.5% increase in revenue through contactless purchases, including Apple Pay. This number jumped to 121% at week 20, the study said.
Meanwhile, the targeted messaging devices generated a stunning 35.2% increase in overall mobile payment usage, data revealed.
“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 VP of marketing and sales, USA Technologies.
“The data from this study suggests 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,” she added. “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.”
Google getting more serious about brick-and-mortar retail
Google is expanding its brick-and-mortar presence.
Following the opening of its New York City pop-up store last month, Google has partnered with Best Buy to amp up its retail presence.
Starting on Nov. 18, 10 Google shops will begin opening in Best Buy locations across Canada, to be followed by four larger and more interactive shops in Vancouver, Edmonton, Calgary and Mississauga later this year. The in-store Google shops are designed to allow shoppers to fully experience and test drive the company's growing family of tech devices, including Pixel, Daydream View and Chromecast Ultra. The shops are part of Best Buy's redesigned "Experience Store” format that boast state-of-the-art renovations and enhancements.
In addition to product, the in-store shops feature an immersive “Portal” display that invites shoppers to 'fly' over the planet through Google Earth, explore what people around the world are searching for, and play with other Google apps.
In other highlights, shoppers can book one-on-one appointments with Google “guides,” take part in hands-on daily workshops to learn the ins and outs of Google tech, and sign up for seasonal events led by YouTube creators, popular tech experts, and others.
"We're proud of the collaboration with Best Buy and their new Experience Stores, particularly as the concept aims to enhance the traditional way of shopping and aligns with Google's immersive approach," said Janell Fischer, director of retail marketing at Google. "Google shops bring a whole new way for shoppers to experience and interact with our products, complete with trained Google guides who will be onsite to offer one-on-one tech help.”
Leasing firm: 2016 volume has been hot
Levin Management president Matthew Harding says 2016 has been an especially active year for new retail leases. Over the past nine months, he reports his company handled leasing activity for more than 500,000 sq. ft. — over 400,000 sq. ft. of that in retail.
“The retail real estate industry is again in expansion mode,” said Harding “While traditional retail segments such as grocery and discount stores continue as active shopping center mainstays, fitness chains, healthcare tenants, and fast-casual restaurants are emerging as significant players.”
Notable deals worked by LMC recently include a 41,300-sq.-ft. commitment for Raymour & Flanigan at Paramus Place and a 16,650-sq.-ft. lease for West Marine at St. Georges Crossing, both in New Jersey.