I’ve written about online and mobile payments before. It’s a young industry with still a lot of room for growth. I came across a few articles about Pay with Square. Based on my personal experience, I am bullish on this new way to pay. Some people believe Pay with Square is ahead of its time, but I think it has the potential to fundamentally change how we pay at the cash register. To me, that’s super exciting. Anything that can reshape culture or established norms gets me excited.
If I were on the team at Square running the Pay with Square (“PWS”) program, here are a few things I would do to ensure that it is a mega hit and goes mainstream.
1. Increase the size of merchant base through strategic partnerships.
Square has many fans (and I am one of them), but the chief complaint I’ve heard is that not that many merchants give customers the ability to use Pay with Square. To address that issue, Square should form strategic relationship that will quickly bring on board thousands of merchants.
Square has grown tremendously over the last 1-2 years. Its current strength is with local small to medium sized merchants, but there’s no reason why it couldn’t pursue opportunities on a regional or national level. Square may have to lower its rate slightly in order to work with large retailers that have higher ticket items, but its 2.75% fee is very competitive for lower-ticket items, such as donuts, coffees, most goods at convenience stores, etc.
I lived in Boston for nearly 10 years. One thing it’s known for is Dunkin’ Donuts. They are everywhere. In fact, there are about 2,000 Dunkin’ Donuts in the Boston metro area. What’s interesting is that a lot of these are kiosks inside the T or Commuter Rail stations. I remember missing the T during a morning commute once because I had to wait for the cashier to print a receipt I had to sign. Square should partner with Dunkin’ Donuts and enable its patrons to Pay with Square.
Bottom line: Square should accelerate merchant acquisition by developing strategic relationships with a network of retail stores or franchises, such as Dunkin’ Donuts. I am sure there are plenty of other examples, but I think I am in the mood for doughnuts right now so that’s what came to my mind first. I think where Square can really shine is high-traffic, quick turnover retail shops with simple menus.
2. Provide incentives to merchants to promote Pay with Square to their customers.
Square must use both push and pull strategies to drive adoption. Once it acquires merchants through partnerships, Square must keep them accepting Pay with Square. To do this, the PWS team should work with the Marketing team to design a marketing program that incentivizes merchants to promote PWS to their customers. For example, Square might consider reducing its fees for merchants that meet a minimum PWS transaction volume each month or create attractive loyalty programs for PWS users. The reduced fees give merchants a monetary incentive to promote PWS to their customers. I talked to a few merchants who use Square and they didn’t seem to really care to promote PWS to their customers. Of course, the PWS team would need to run the numbers with the Marketing team to figure out what’s optimal from a financial perspective.
Now, here are some ideas for what I think Square should to do continue to grow its users.
3. Partner with mobile device manufacturers to get the Pay with Square app pre-installed on phones.
This partnership could take some time to put in place, but it would be a fantastic way for Square to accelerate user adoption. My guess is that Square is already looking into this. It should target Apple, Samsung, LG, etc to get the PWS app pre-installed on mobile devices.
The basic pitch here is that consumers are buying a phone that has “money” in it in the form of bonus credits from Square. Square should give a generous amount like $20 to a new user who signs up through the pre-loaded app. So if you buy a $200 phone, it would actually cost only $180 because you are getting $20 from Square. At the time of setting up their phone, users would be prompted to sign up for an account to activate their app to redeem their bonus.
To convince the OEMs to get on board, Square should do a rev share on the transactions from the pre-loaded app. Users will want to link their info with the app to claim their bonus credit and OEMs will push the users to register because they’ll want to get a cut of the transactions. Obviously, Square would need to run the numbers to figure out the optimal approach (i.e. rev share amount, bonus cost, potential cannibalization, etc.).
4. Work with the Product team to build features that will encourage more frequent usage.
Getting new users isn’t enough. Square needs to get them to use the app frequently. One product feature I would like to see is the ability to add multiple credit cards and other payment methods, such as gift cards or coupons. This would give users a reason to use PWS everyday because they would truly be able to leave their wallets at home. By allowing users to load the PWS app with additional credit cards, coupons, gift cards, etc. Square can become a true “e-wallet.” In fact, this feature might be necessary if Square wants to work with a national retailer and allow them to accept coupons or their branded gift cards (e.g. Dunkin’ Donuts gift card). This may be slightly outside the scope of PWS team’s job description, but it’s a feature I’m sure they would love to talk to merchants about.
By: Jonathan Lee