PURCHASE, N.Y.—In a move to make mobile payments more appealing to consumers and retailers, MasterCard has introduced a new technical specification for mobile wallets that makes it easy for users to access loyalty points and promotions both in-store and in-app.
The “Loyalty middleware specification” enables mobile applications to offer a seamless connection between payment, promotions and loyalty redemption, MasterCard explained. It enables consumers to select their loyalty card, the coupons/promotions they want to redeem, and make a payment in a single or double tap at a contactless terminal.
Consumers and merchants alike have been looking for ways to make the payment and loyalty program elements of shopping more convenient and seamless.
“We’ve all been there, fumbling with a loyalty fob, coupon and payment card. We’ve worked closely with various industry partners to develop and implement one standard approach to enable a seamless experience in redeeming loyalty points or promotions when making mobile payments at the point of sale,” said James Anderson, executive vice president, digital payments, MasterCard. “Having one standard will make it easier and less costly for merchants, wallet issuers, terminal providers and others in the industry to implement these programs and focus on other elements of the customer experience.”
MasterCard said it has been working with a number of industry partners to develop and validate the standard, which is designed to work with different loyalty schemes, different point of sale terminals and systems, and different payment methods. Industry partners participating in MasterCard’s effort include: Ingenico Group, Spire Payments, PAX, eThor and Panasonic. MasterCard added that it plans to expand its industry engagements with the program in the coming months.