Food Franchises Market In-Store Contactless

EAT. and Subway are launching contactless enabled debit and credit card machines to make transactions quicker and easier.

The food franchises have in-store marketing campaigns to highlight that customers can use these machines when spending £15 or less. Point-of-sale material is featured in EAT. this week and has already appeared in Subway’s London stores, with the aim of making the millions of contactless cardholders in the capital aware they can make faster transactions.

The marketing campaign and roll out of contactless in EAT. and Subway shops have been run in partnership with Barclaycard, the biggest provider of contactless payment terminals in the UK.

The campaign seeks to raise the profile of the contactless symbol, which is common to both the cards with the relevant technology and the retail outlets that are able to accept contactless payment.

Rene Batsford, head of IT at EAT. says, “We see contactless as a major product differentiator – we can say to customers that choosing to pay contactless in EAT. will give you valuable lunchtime minutes to spend away from queues.

“But whilst we have the technology, thanks to Barclays and Barclaycard, we now feel we have to help inform customers how contactless works and some of the benefits that they can expect.”

Julie Pottier, services purchasing manager at Subway, believes that the future is contactless. He says, “Subway is proud to be involved with the first generation of contactless payments and pleased to be part of a payment revolution that is making life easier and quicker for consumers.

“Subway is sold on the innovation, and we now want to educate our customers that contactless exists, how it works and where they can use it.”

Stuart Neal, head of UK payment acceptance at Barclaycard, also comments: “We are working with our retailers to champion contactless, helping raise consumer awareness of a step change in payment technology.

“With so many consumers already able to pay without the need to enter their PIN and more retailers discovering the benefits of adopting contactless payment, educating customers this year is going to be key, as the technology becomes more commonplace.”

Barclaycard will also be installing contactless payment terminals in Wembley Arena following its sponsorship of the entertainment venue.

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