Retailers must do more if contactless and NFC are going to fly
Lack of consumer awareness regarding contactless transaction technology ranks as a leading concern among retailers and may ultimately impede development of contactless payments based on mobile phones, research released this week indicates. A major problem cited was that most merchants that have adopted contactless programs don’t promote the programs to their customers. The research was conducted by Aberdeen Group, and concluded that retailers, not banks and card networks, must shoulder more or the marketing and information burden. Merchants point to near-field communication (NFC) as the next step in their contactless strategies. But that leads to one more problem, nearly one-third of the surveyed merchants that had done the most effective work with contactless are still not aware of NFC. ![[end]](/resources/bullet/contactlessnews-4.gif)
