In this round of the series, marketers talk about
the purchase. In particular, payment processing
— an increasingly complex phase of the purchase
funnel given all the latest technology — presents
major retailers and small business owners alike new
opportunities and unique challenges.
According to the 2016 Global Mobile Consumer
Survey: U.S. Edition, conducted by Deloitte, consumers consider their smartphones much more than
a communication device. It’s a “hub” for all sorts
of function and necessity. On average, people look
at their phones 47 times per day (82 times per day
for those between the ages of 18 and 24). At night,
more than 30 percent of consumers check their devices before going to sleep, and about half of them
pick it up in the middle of the night.
“Outside of work, shopping still ranks as the No.
1 activity during which consumers use their phones,
with 93-percent reported usage,” the report adds.
“Spending leisurely time and watching TV follow
closely at 90 percent and 89 percent, respectively.
More than half of consumers (58 percent) report
they have used their phones to browse a shopping
website or app, and more than a third ( 38 percent)
say they do so at least once a week. Nearly 40
percent say they have used their phones to pay for
When mobile shopping started to become a
thing, performance-based marketers quickly picked
up on multichannel opportunities — digital cou-
pons delivered via email or text, and QR codes
to help shoppers price compare at different retail
outlets. Websites had to become responsive so that
when TV commercials or radio spots aired, viewers
could look up more information on their phones.
The future was mobile, but businesses were trying
to find the best way to bridge that offline-to-online
Today, omnichannel shopping has become so
ubiquitous that consumers expect nothing less, and
merchants are trying to keep pace.
“Consumers want every possible convenience,
and they’ve been conditioned to expect that,” says
Ned Canning, senior product manager at Cincin-
nati-based Vantiv, a leading payment processing
services provider. “From a consumer standpoint, it’s
phenomenal because I can buy anything on demand
if I’m sitting on my couch, or walking past a store,
or looking at my phone, but from a merchant per-
spective it’s increasingly difficult.”
Canning manages product development in
omnichannel and payments acceptance for Van-
tiv’s e-commerce line of business. He’s behind
cross-platform card-not-present and POS product
consolidation for multichannel merchants, and the
way he sees it, there are two major trends happening
right now related to how merchants are reacting to
consumer behavior. The first is coverage. Merchants
want to be where shoppers may already be looking