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    Apple Pay advertising sparks strong rise in contactless payments at vending machines

    USAT Targeted Advertising leads to Apple Pay surge

    INSIGHTS: USAT study shows advertising acts as an ‘electronic gateway’ for consumers

    Digital advertising promoting the availability of Apple Pay at unattended vending machines has resulted in a 36.5% increase in overall sales for cashless vending machine technology provider USA Technologies (USAT) as well as a 135.2% increase in NFC mobile payments, a six-month study now available to download from the NFC World Knowledge Centre reveals.

    ‘Targeted Advertising Leads to Surge in Sales and Apple Pay Use’ — produced by USAT — also reveals that Apple Pay advertising at machines fitted with the company’s ePort Interactive platform have resulted in a 55.5% increase in revenue through contactless purchases and a 44.6% increase in total transactions.

    The company also witnessed a 6% increase in total contactless average ticket value — the average sale price of transactions that were made using a mobile wallet.

    “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,” says Maeve McKenna Duska, senior vice president of marketing and sales at USAT.

    “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. 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.”

    The study measures the impact of targeted digital advertising screens on consumers’ use of mobile wallets — primarily Apple Pay — across 35 vending machines located in New York and Louisiana over a six-month period from March to August 2016.

    USAT added support for Apple Pay into 200,000 acceptance points in January 2015.

    The full research findings are available to download free of charge from the NFC World Knowledge Centre.

    • Willam Hugh Murray, CISSP

      I no longer carry coins or small currency. As a consequence I rarely make purchases at vending machines. Mobile, contactless, and cardless technology make them accessible to me again.

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