The fight for consumer mindshare is more competitive than ever. Customers are bombarded with messages in a number of different channels, and standing out among the noise can be difficult for merchants. 

The key to doing so is to deliver targeted, relevant promotions and offers in the mobile channel at the right time. To learn exactly how merchants can accomplish this, PaymentsJournal sat with Amit Chhabra, Head of the QSR/Restaurant Merchant Subsegment at ACI Worldwide, and Don Apgar, Director of Merchant Advisory Services Practice at Mercator Advisory Group. 

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Customers Want To Go Digital 

Apgar noted that according to Mercator research, consumers prefer interacting with businesses that they trust in a mobile environment. Digital adoption drastically increased during the COVID-19-related lockdowns of 2020, but that the level of mobile interaction has sustained since then, he added. This means mobile is a vital channel for merchants. 

“Being able to connect with a customer where they are at is of tremendous value,” Apgar stated. “Consumers have really become accustomed to interacting in a mobile environment.”  

For merchants, this means that using their own native apps in the most optimal way will help them to stand out on a consumer’s crowded smartphone; according to research from Simform, the average user has around 40 apps on their phone.  

“It’s important [for merchants] that consumers engage with [the merchants’] mobile app,” said Chhabra. “Many users will delete a mobile app they don’t find value in or don’t use often.” 

A New Tool For Mobile Engagement 

Chhabra said it was for this reason that ACI launched its Smart Engage mobile engagement platform for merchants in June. Merchants can integrate the platform through their existing mobile application via the Smart Engage software development kit (SDK). He added that the platform is designed to get consumers to interact with a merchant’s mobile app more frequently and create brand awareness. 

Merchants can use the platform to send consumers push notifications with specific offers or promo...