What Does It Mean for Your Small Business?
By Andrey Bobrovskiy, smallbizdaily.com
Have you noticed something different about your in-store transactions recently? If so, that’s likely because the end of the signature requirement announced by Visa, Mastercard, American Express and Discover is finally coming into effect. Although it affects just one step in the payment process, it means a lot more for your small business in the long run.
It Makes Checkouts More Convenient
The payment card industry has been moving toward simplicity and convenience for years. Customers want seamless and secure methods of paying for goods and services, while merchants seek reliable and flexible ways to process these payments across a variety of channels. This paved the way to innovative forms of payments, including those using near-field communication and virtual reality.
However, convenience isn’t always about adding new features. Oftentimes less is more, and this happens to be the case with credit card signatures. By now, they’ve simply outlived their usefulness, a fact supported by Mastercard’s revelation that it already didn’t require signatures for 80 percent of its transactions even before the changes went into effect.
Removing this small extra step from the transaction process will have a large impact on both sides of the checkout counter. As a merchant, you’ll get to keep the line moving, and quicker, while your customers will face less friction at an important point in their in-store experience.
Fewer steps to complete during the checkout may also mean fewer technical difficulties capable of preventing the payment from going through. This could prove to be one of the biggest advantages, especially during the busy holiday season later this year.