Pay By Touch launches in UK supermarkets

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By: Wise Marketer Staff |

Posted on March 9, 2006

Pay By Touch launches in UK supermarkets

Shoppers in the UK have their first opportunity to use the Pay By Touch finger scan payment and identity system to pay for their shopping at a co-operative supermarket chain in Oxford that has rolled out the technology in three stores this week.

In the same way as Pay By Touch works in the US, the consumer's finger scan is simply associated with a nominated bank account, from which the payment can be taken after securely identifying the customer at the check out.

If the shopper is also a member of the co-operative, their Dividend loyalty points account is also linked to the Pay By Touch system, meaning that they no longer need to present their loyalty card at the check out when using the new service.

Good response According to Bill Laird, chief operating officer of retail for Midcounties Co-operative supermarkets, "Initial response from our members to this new service has been very encouraging... Our customers are embracing Pay By Touch because it helps them get through the checkout faster without having to hunt for cards, cheques, wallets or purses."

The initial sign up process is quick and simple, and can be completed either at home on the internet, or in-store. The service is then activated when the consumer visits a participating store. Enrolment in Pay By Touch is free to consumers, and is also free to use.

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