Digital wallet edges one step closer

The digital wallet has long been touted as the way we’ll all be paying for goods and services in the future – and for some brands, the future is already here.

Gruden and MICROS Australia have launched Mobile Den, a tool for retail brands to utilise mobile apps which link-up with point of sale (POS) and customer relationship management (CRM) software.

The tool can allow for consumers to order and pay for products directly from the app after setting up an account with the store. When it comes to hospitality, this means a user can order and pay for a coffee from their smartphone wherever they are, and then simply pick it up from the café.

Christopher Adams of MICROS Australia believes the future of retail marketing lies firmly in the digital space.

“[Mobile Den offers] retail and hospitality brands the ability to provide a fully integrated engaging and exciting mobile and online experience, which links directly to customers paying at the till,” he said.

“It’s a unique proposition that helps brands wanting to roll out digital marketing strategies quickly, effectively and on a major scale.”

The Mobile Den platform was originally developed for Starbucks Australia and fast food chain Guzman Y Gomez. Guzman Y Gomez originally used the platform to digitise its loyalty card program, and will soon be launching mobile ordering within its iOS app.

Similarly, Starbucks used the platform to trial a digital wallet and loyalty program, and its app recently won the 2013 Australian Mobile Award for Online Shopping and Payments.

Brands can develop and implement strategies through the platform in six to eight weeks.

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