The Global Resource for Loyalty Marketers
Apple Pay to enable loyalty for 300,000 US vending machines
That Snickers bar you always get at the highway rest stop is about to get more rewarding: At this year's Consumer Electronics Show (CES), USA technologies announced this week that it will integrate its MORE. loyalty program with Apple Pay to enable consumers to earn loyalty rewards at 300,000 vending machines across the US.
What's more, the process to join and participate should be largely frictionless: any Apple Pay user who isn't already enrolled in MORE will be able to enroll instantly at the point of sale. Money quote from a statement by USA Technologies executive Maeve McKenna Duska:
"By offering MORE. with Apple Pay we are giving consumers a loyalty program that seamlessly integrates with their lifestyle, rewarding them for using the one thing they always have on hand, their iPhone or Apple Watch. We expect the MORE. integration with Apple Pay will not only fuel participation in the unattended loyalty program, but also underscore the ease, security and simplicity of Apple Pay transactions for everyday purchases like those made at vending machines, laundromats, self-serve kiosks, parking and more."
USA Technologies is proactively pushing Apple Pay as a primary consumer payment option. November research from the company revealed that targeted point-of-sale advertising can substantially increase consumer uptake of mobile payment options such as Apple Pay; a six month test revealed that targeted advertising resulted in a 55 percent increase in revenue through contactless purchases and a 135 percent increase in overall mobile payment usage.
With its MORE. program integration, USA Technologies is joining retailers such as Walgreens and Kohl's in integrating their loyalty programs with Apple Pay. Like the Kohl's program, the MORE. program should enable one-touch reward and payment activation through the mobile payment platform.
- Rick Ferguson