Guest Column | March 29, 2012

Payments Innovation In A Multichannel Retail Environment

By Mark Beresford, Edgar, Dunn & Company (EDC)

The capability to offer sales promotions, targeted discounts, and special treatment of one's most valuable customers, based on their payment history or loyalty to the retailer's brand, will become a reality.

John Lewis, a quintessentially British branded department store, already has an all-embracing multichannel strategy, and has recently announced free WiFi in all its stores. This announcement is expected to revolutionise the way customers interact with in-store products, brands and shopping online. The convergence of digital content and the physical products will enhance the customer shopping experience. Free Internet access at John Lewis will allow customers to compare and view customer reviews in-store.

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