How Dunkin' Donuts Uses Loyalty to Get Over Mobile Payment Adoption Challenges

How Dunkin' Donuts Uses Loyalty to Get Over Mobile Payment Adoption Challenges

Plus, what's delaying mass adoption

The road to mass adoption of mobile payments in the US has been rough-hewn so far, but some companies, like Dunkin' Brands, have found the secret to a smoother journey. Paul Murray, Dunkin' Brands' director of digital experience, spoke with eMarketer's Rahul Chadha about the key role that loyalty programs play in giving consumers a reason to reach for their smartphone at the point of sale (POS), instead of their credit card. Murray was interviewed as part of eMarketer's August report, "Mobile Proximity and Peer-to-Peer Payments 2018: How Starbucks, Walmart and Zelle are Leading in Mobile Payments."

eMarketer:

What do you see as the major challenge to mobile payments?

Paul Murray:

Adoption is always a challenge for any new technology. It can be a challenge for a lot of brands.

Interview conducted on July 9, 2018

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