Restaurant chain Subway has announced a new deal with online payment solutions firm Paydiant for the provision of its mobile wallet software.
Aimed at building brand loyalty and improving the customer experience for its users, the Paydiant technology can be incorporated into mobile applications to deliver a secure and easy-to-use payment option for buyers.
Being rolled out across the food retailer’s many stores later this year, the technology will enable users to pay via their mobile phone simply by downloading the relevant app.
It is a cloud-based transaction processing platform, meaning it works with existing smartphones and tablet devices owned by Subway customers.
This is an important aspect of the deal, as it means the technology can be integrated directly into existing point-of-sale systems and will not require the purchase of new mobile devices in order for people to make use of the improved functionality being offered by the chain.
Chris Gardner, co-founder of Paydiant, commented: “We’re honoured to be working with one of the world’s best known brands on their mobile commerce and mobile marketing strategy.
“Subway understands that mobile represents a unique opportunity to enhance customer loyalty, while delivering convenience, personalised service and great food to their guests.”
Indeed, mobile commerce is a significant growth area for retail providers across the globe at present, with research published last month by enterprise applications and software provider SAP revealing 96 per cent of consumers in developing nations are keen to embrace the medium.
Furthermore, 59 per cent of respondents from mature markets stated they wish to see more mobile payment options being rolled out by retailers in the coming years.
With more than 2,000 stores to be open across the UK and Ireland by the end of 2015, Subway could utilise mobile commerce in its efforts to stay one step ahead of its competition – something the majority of consumers would like to see happen sooner rather than later.