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Pizza Hut, Fandango jump on Visa’s new swipe-to-purchase buttonBy
Pizza Hut, Virgin America and Fandango are leveraging Visa Checkout’s new spin on mobile payment checkout buttons that allows shoppers to make a purchase by swiping, reflecting growing interest in swipeable commerce.
Visa Checkout users can now complete online and mobile purchases by sliding a miniature image of their credit card and inputting their password, which has proved to drive usage as it doubled usage at Pizza Hut. Visa is hoping to compete against other major players in mobile payments that have developed similar methods of streamlined checkout such as one-click buttons or thumb print integration, but is hoping it will stand out through the swipe ability.
“Visa Checkout was built around the core philosophy of bringing the simplicity and ease of the card swipe that consumers are familiar with in the physical world to the online and digital world,” said Sam Shrauger, senior vice president of Visa’s digital solutions. “With this innovative design enhancement, we are one step closer to doing exactly that.”
Checking out with Visa
On retail checkout pages, Visa Checkout members can now swipe a small image to the right, which will reveal a box to input their password for a faster checkout. The new feature is an attempt to contend with Apple Pay and PayPal checkout options, which leverage thumbprint technology and a one-click checkout button, respectively.
Users were 1.3 times more likely to leverage Visa Checkout on digital sites Fandango and Virgin America than compared to its old purchasing interface.
The design is cognizant of the rise of apps that base their interfaces on a swiping experience. While young consumers are becoming more comfortable with mobile payments, Visa is hoping to target them by providing an experience with which they would want to interact.
Visa Checkout retailers
The Visa Checkout swiping button will be available at other retailer partners digital commerce platforms such as Best Buy, Gap, Neiman Marcus, Staples, Rakuten, Under Armour, Williams Sonoma and Zulily.
Walmart.com, Walgreens and NFL Shop were recently the latest retailers to implement Visa Checkout to drive mobile conversions, with 45 percent of the solution’s users completing purchases on mobile devices (see more).
Starbucks also maximized the number of users on its mobile payments application by extending its capabilities to include Visa Checkout, exhibiting the growth of Visa’s platform (see more).
“The new button is designed to make digital shopping more seamless, and it helps dramatically increase conversion, turning more shoppers into buyers in the mobile and online world,” Mr. Shrauger said.
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