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The Future of Cash: Should Marketers Plan for Mobile Payments?

Hal Conick

Mobile payment has been considered the future of money for nearly a decade. Can marketers finally start strategizing, or will the technology be relegated to the coffee-and-doughnut market indefinitely?

The next big thing in payment technology is expanding thanks to an American morning Ritual: coffee and doughnuts.

Although the age of mobile payments isn’t here yet, technology has already paid dividends for the quick-service food market. Dunkin’ Donuts and Starbucks enjoy industry accolades, sales and return customers thanks to the launch of their unique mobile payment apps. 

The Dunkin’ App, released in 2012, has been downloaded 18 million times and has bolstered the company’s 4.9-million member DD Perks loyalty program, according to Angela Abdallah, manager of digital marketing and innovation at Dunkin’ Donuts. Apple Pay and Visa Checkout are integrated into the app, which she says gives customers the opportunity to make in-store or in-advance purchases, allowing their order to be ready for a quick pick up.

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Hal Conick

Hal Conick is a staff writer for the AMA’s magazines and e-newsletters. He can be reached at hconick@ama.org or on Twitter at @HalConick.