Why Are Merchants So Afraid Of Mobile Payments?

With all of the hoopla surrounding mobile payments, there is often little attention paid to the pragmatic obstacles faced by retailers in the field. And those obstacles are causing a river of fear, loathing and more fear among merchants when they consider mobile payments. Today, the ease in which a customer can order a pizza is becoming almost as important as the recipe for the sauce. But when it comes to mobile, it's all about ordering, loyalty, and offers—pretty much everything but payment. Why is payment not top of mind? From the chain’s perspective, it's an ugly topics about increased costs and added complexities. For many of my restaurant clients, mobile payments cause more problems than it solves.

Let's not beat around the bush: there is loathing among the restaurant industry when it comes to payment card processing and the associated costs. They still are angry about EMV. I am constantly being asked what can be done with technology to reduce or mitigate these costs. "Can the delivery driver swipe a card at the customer's door? Will that help? If the customer orders online, but picks up their pizza in the restaurant, can we just authorize the transaction online and then cancel it and re-do it in the restaurant to get a card present rate? Can we look at alternative forms of payment that will reduce our overall payment processing costs?" And while these are all good ideas, each one comes with technical and operational challenges that are non-trivial and, in some cases, can make the situation worse than before.