Enabling options for customers to pay local retail stores, both in store and online are key to increasing revenues and profits. With many options and different marketing messaging from payment processors it may be challenging for store owners to decide what the best options are without spending too much time. It's important to work with companies with good customer service and support since down time in payment processing directly impacts store revenues and livelihood.
AVAILABLE PAYMENT OPTIONS FOR RETAIL STORES
Here are a few common types of payment options that local retail stores might offer:
1. Cash: Many stores accept cash as a form of payment.
2. Credit and Debit Cards: These are very common in retail environments. Stores may accept various cards such as Visa, MasterCard, American Express, and Discover.
3. Mobile Payments: This includes payment methods like Apple Pay, Google Pay, and Samsung Pay, where customers use their smartphones or smartwatches to make payments.
4. Checks: Some stores still accept personal or cashier’s checks.
5. Gift Cards and Store Credit: Retailers often offer their own gift cards, which can be used as payment. Store credit may also be given in lieu of a cash refund for returned items.
6. Online Payments: For stores that have both a physical and online presence, payment options like PayPal or other online payment systems might be supported.
7. Installment Payments or Financing: Some stores offer financing options or allow payments in installments, especially for more expensive items.
Each store chooses which payment methods to accept based on factors like their customer demographics, operational convenience, and the associated costs of processing different payment types.
HOW ADDING PAYMENT OPTIONS IMPACTS STORE REVENUES
Adding a payment type in a retail environment can significantly impact sales and conversion rates by affecting customer convenience, perceived security, and overall shopping experience. Here’s a breakdown of how introducing new payment options can influence business metrics:
Increased Convenience: When customers find their preferred payment method is available, they are more likely to complete a purchase. This is especially true for online shoppers who might abandon their carts if the checkout process is too complicated or doesn't offer preferred payment options.
Broader Customer Reach: Different customers have different payment preferences. Some might prefer digital wallets like Apple Pay for their convenience and security, while others might rely on credit or debit cards. Offering a variety of payment methods can attract a wider audience.
Enhanced Customer Trust and Security Perception: Providing secure and well-known payment options can enhance the perceived credibility of a store. Customers are more likely to trust and purchase from a store that offers secure transaction methods.
Improved Checkout Speed: Some payment methods, particularly contactless and mobile payments, can speed up the checkout process, leading to a more efficient customer experience and higher throughput for the business, especially during peak times.
Higher Average Order Value (AOV): Certain payment methods, like credit cards or financing options, can encourage customers to make larger purchases than they would with cash. Installment payments and financing can make higher-priced items more accessible to customers who prefer not to pay the full price upfront.
Competitive Advantage: Offering a payment method that competitors do not can serve as a differentiator, attracting customers who prefer that specific payment type. This is particularly relevant in niche markets or areas with specific demographic preferences.
Adaptation to Market Trends: With the increasing popularity of mobile payments and digital wallets, adapting to these trends can keep a business relevant and appealing to younger, tech-savvy generations who prefer these payment methods.
Reduced Abandoned Carts (online): Especially in e-commerce, offering multiple payment options can reduce cart abandonment rates. Customers often abandon carts due to a lack of suitable payment options.
Retail stores need to balance the benefits of adding payment options with the costs involved, such as transaction fees, setup and maintenance costs, and the need for additional security measures.
COSTS ASSOCIATED WITH DIFFERENT PAYMENT METHODS FOR RETAIL STORES
Costs associated with different payment types for retailers can vary significantly based on factors such as the size of the business, the payment processing provider, and the specific terms of their agreements.
1. Cash: Although accepting cash has no direct transaction fees, there are indirect costs such as handling, storing, and depositing cash, as well as increased risk of theft.
2. Credit and Debit Cards: Credit card fees can range from about 1.5% to 3.5% of the transaction value, plus a per-transaction fee (usually $0.10 to $0.30). Debit cards often have lower fees, typically a flat fee (about $0.20 to $0.50 per transaction) or a lower percentage fee. These fees can be higher for smaller businesses or specific card types, like rewards or corporate cards.
3. Mobile Payments (Apple Pay, Google Pay, Samsung Pay): Mobile payments usually cost about the same as standard credit card transactions because they use the same payment networks. However, the exact cost can depend on the retailer's payment processing agreement.
4. Checks: The cost of accepting checks is generally low, primarily related to the time it takes to process and deposit them, though there can be fees for setting up and maintaining the ability to process checks. The major concern with checks is the risk of fraud and bounced checks, which can incur additional fees and losses.
5. Gift Cards and Store Credit: The main costs associated with gift cards are the initial production and distribution of the cards and maintaining the system to manage their use. However, gift cards can also drive additional sales and improve cash flow.
6. Online Payments: Services like PayPal typically charge a fee per transaction, which can range from about 2.9% + $0.30 to higher, depending on the transaction amount, the country, and whether the payment is domestic or international.
7. Installment Payments or Financing: These services generally charge the retailer a fee ranging from 2% to 8% of the transaction value. These can be higher than standard credit card fees but can significantly boost average order values and conversion rates by making higher-priced items more accessible to customers.
8. Bank Transfers (e.g., ACH): ACH fees are typically lower than those for credit card transactions, often ranging from a few cents up to around $1.50 per transaction, making them a cost-effective option for larger transactions.
For local retailers often all or majority of payment methods are managed by one processing partner. However some options will need additional technology which should be evaluated carefully as to cost and maintenance.
STEPS TO SET UP PAYMENT METHODS FOR LOCAL STORES
Setting up different payment types in a store involves several steps, tailored to each payment method.
Cash
- Requirements: Minimal setup; a cash register and secure storage (like a safe) are typically sufficient.
- Considerations: Plan for cash management procedures, including cash counting, storage, and bank deposits.
Credit and Debit Cards
- Merchant Account: Obtain a merchant account from a bank or payment processor. This account allows the business to accept credit and debit card payments.
- Payment Processor: Choose a payment processor. This could be a bank, a specialized credit card company, or an independent sales organization.
- Point of Sale (POS) System: Install a POS system equipped with a card reader for swiping, inserting, or tapping cards.
- Compliance: Ensure compliance with Payment Card Industry Data Security Standard (PCI DSS) to protect cardholder data.
Mobile Payments (Apple Pay, Google Pay, Samsung Pay)
- Compatible Hardware: Ensure the POS system supports Near Field Communication (NFC) for contactless payments.
- Payment Processor Integration: Check if your current payment processor supports these payment types and update software or integrate necessary APIs.
- Staff Training: Train staff on how to handle transactions using these methods.
Checks
- Bank Arrangements: Ensure your business bank account is set up to accept and process checks.
- Check Verification Service: Consider subscribing to a check verification service to reduce the risk of fraud and bounced checks.
Gift Cards and Store Credit
- System Setup: Implement a system for issuing and tracking gift cards and store credits, either through your existing POS system or via a third-party provider.
- Physical or Digital Cards: Decide whether to offer physical cards, digital cards, or both.
Online Payments
- Account Setup: Open an account with online payment service providers like PayPal, Stripe, or Square.
- Integration: Integrate these payment services into your online store's checkout system, often through plugins or direct API integration.
Installment Payments or Financing
- Partner with Providers: Establish agreements with providers who facilitate installment payments.
- Integration: Integrate their services into your POS system for in-store purchases and into your online checkout for online sales.
Bank Transfers (ACH)
- Bank Setup: Set up with your bank to receive ACH transfers.
- Software Integration: Integrate ACH payment options into your billing system, particularly for online or invoice-based transactions.
General Steps for All Payment Types
- Research and Compare Providers: Assess different service providers based on fees, reliability, customer support, and compatibility with your business needs.
- Implement Security Measures: Ensure all payment systems comply with industry security standards to protect customer information and reduce fraud risk.
- Educate and Train Employees: Train staff on how to use each payment system securely and efficiently.
HOW TO MINIMIZE PAYMENT PROCESSING COSTS FOR RETAIL STORES
Minimizing payment costs is essential for retailers to maintain profitability while still offering the convenience of multiple payment options. Here are several strategies stores can use to reduce these costs:
Negotiate with Payment Processors
- Volume Discounts: Businesses with high transaction volumes can often negotiate lower fees. Demonstrating a consistent high volume or an increase in processing volume can be leverage for renegotiation.
- Comparison Shopping: Regularly compare rates from different processors to ensure you're getting competitive pricing.
Choose the Right Payment Mix
- Assess Customer Preferences: Understand which payment methods are most popular among your customers and focus on those to minimize the need for less cost-effective options.
- Cost-Benefit Analysis: Weigh the benefits of accepting various payment types against their costs. This might mean opting out of certain high-fee options if they don’t significantly drive sales.
Optimize Card Payment Types
- Encourage Debit Card Use: Since debit card fees are usually lower than credit card fees, incentivizing customers to use debit cards can reduce costs.
- Avoid Premium Cards When Possible: Premium credit cards (like those offering rewards) often come with higher merchant fees. While it's difficult to control customer card choices, awareness can help in strategizing discounts or promotions.
Use an Integrated Payment System
- Streamlined Operations: Using an integrated POS system that handles multiple forms of payments can reduce operational costs and lower transaction fees through bundled services.
- Technology Upgrade: Modern POS systems can automatically route transactions in the most cost-effective way, such as choosing the cheapest network for card transactions.
Implement Efficient Transaction Practices
- Batch Processing: Process card transactions in batches (e.g., at the end of the day) to reduce fees associated with individual transactions.
- Minimize Errors and Chargebacks: Train staff properly to handle transactions correctly and securely, reducing costly errors and chargebacks.
Leverage ACH for Large Transactions
- Bank Transfers for Big Purchases: Encouraging customers to use direct bank transfers (like ACH) for larger purchases can save on transaction fees, as ACH fees are generally lower compared to credit card fees.
Encourage Cash or Low-Fee Payments
- Cash Discounts: Offering small discounts for cash payments can save on transaction fees and is particularly effective in low-margin industries.
- Incentives for Low-Cost Payments: Offer incentives or loyalty points for using preferred lower-cost payment methods.
Monitor and Manage Fees
- Regular Audits: Regularly review your transaction statements and fees to ensure you are being charged correctly and to understand where costs can be cut.
- Stay Informed: Keep up with changes in payment technology and industry standards that may offer new, cost-effective solutions.
These strategies can potentially lower payment processing costs for retail stores while increasing options for customers to purchase and convert.
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