The days of salespeople peddling point of sale terminals by simply pulling hardware out of a box are numbered. That model is being replaced by integrated payments from software developers who add payment capabilities to applications that run at the point of sale, in the back office or on mobile devices.
Integrated payments are becoming common in the restaurant industry, where systems are developed to combine payment acceptance with the ability to manage orders, tables and food delivery. As integrated payments become more common, companies working in the payments industry will seek ways to offer marketing analytics. You tie that type of data to the payment mechanism and you can learn more about your business and your customers.
There is a place in the ecosystem for traditional payment acceptance, but today, when a retailer shops for a point of sale terminal or other business solutions, they expect payments to be part of the integrated bundle. Many of these systems are now delivered in a software-as-a-service model or through tablets, making them cost-effective for businesses of any size.
Integrated commerce includes mobile acceptance, offers, coupons and loyalty. It enables a merchant to buy a point of sale system for the physical store, website and mobile environment at the same time. Then the merchant can send out offers and begin running a loyalty program, while accepting NFC transactions all at once. Merchants can also review transactions from all channels directly from their offices to monitor against data breaches. With those integrated services becoming more readily available for merchants, it is not surprising that the topic comes up when executives discuss their company’s goals.
Relationships with merchants through integrated payments tend to be sticky because it is an embedded solution. You tend to get better pricing because it’s not necessarily an acquiring decision but a POS software/hardware decision and acquiring is part of that package. Payments as a service will be an important global product, selling a terminal now means selling data security, warranty and service, and numerous merchant tools.
