NFC Benefits Go Well Beyond Mobile Payment Applications

September 2014 Integrated Solutions For Retailers

An interview by Adam Blair, contributing editor

Technology’s true ROI will be seen in marketing, communications, and customer analytics.

With the mobile payments landscape still maturing, many retailers have been reluctant to invest heavily in specific technologies until the future is clearer. But despite ongoing challenges, including payment industry “turf wars,” near-field communications (NFC) has continued to consolidate its foothold in the market. But according to Marc Castrechini, VP product management, Merchant Warehouse (a payment technology provider), the technology’s biggest paybacks will only come when retailers look beyond NFC’s role in payments to the unique customer engagement and analytics capabilities the technology offers.