Dunkin’ Donuts and Gap have both joined the Merchant Consumer Exchange
The Merchant Consumer Exchange (MCX) mcommerce project has just added another wave of large retailers to its already massive group of participants.
This program is meant to form a tremendous mobile commerce platform away from banks and carriers.
Among the latest entrants into the MCX world are Gap, Dunkin’ Donuts, and Bed Bath & Beyond. These are only a tiny few to add to the many others that have already jumped on board this massive venture.
Among the earlier mcommerce participants are Target and Walmart.
Also included in the project is 7-Eleven, as well as Dillard’s, Wakerfern Food Corp., and Sheetz. This group of retailers are, together, developing what is promised to be a massive and yet highly flexible and versatile mcommerce system. At the start, its primary focus will be in integrating offers and payments in one simple to use format.
This could be an important game changer for the mcommerce marketplace, which has been dominated by banks, telcos, and technology giants, until now. Some of the better known projects have included Google Wallet, PayPal, Square, and Isis – the mobile wallet that will soon be launched by Verizon Wireless, AT&T, and T-Mobile.
Dodd Roberts, from MCX, has explained that “Merchants recognize mobile payment adoption will be limited until it can be used where consumers regularly shop. MCX offers unmatched scale, representing merchants with more than $1 trillion in annual sales across nearly every merchant vertical.”
The MCX platform is being created under the belief that because retailers are the ones who actually deal with the customers where they shop, they are the ones who are best capable of understanding what consumers want in terms of deals and payment options. They are also the ones who will be able to identify the mcommerce opportunities for payments that will actually work in a practical way in the real world. If it isn’t fast and convenient, and if it can’t be done without a great amount of effort, then consumers won’t be interested in taking part. They believe they will be the ones best able to identify those characteristics.
