New Wave of Mobile Payment Processing and Marketing Apps Court Merchants

Apr 18, 2014

The gap between the phone and the wallet for Americans continues to narrow. Mobile marketing and advertising is coming together with merchants to not only offer mobile payment processing, but also to put marketing tools such as coupons in consumers’ pocket.


Merchants have long been facilitators of customers making payments and in the mobile era they are seeking new ways to make buying a product as easy as pulling out your smart phone. Mobile app developers have noticed these trends and now offer marketing alongside mobile payment processing. Companies such as Yowza, Loop, and Groovv offer programs that benefit merchants and customers alike.


Yowza already has an app that consumers have downloaded a reported 2 million times that allows for mobile payment processing at the point of sale. Yowza uses a reseller program to reach a wide distribution of merchants across the country offering a new mobile payment method alongside a new avenue for marketing. Resellers find merchants and for a fee can offer the platform plus marketing as a package or separate deal.


Loop, based out of Boston, is another company that offers a mobile payment service that actually registers a card-present transaction. Using their phone, customers can swipe on a magnetic-stripe as though the phone was a credit card completing a card-present transaction. Loop creates a magnetic induction field between the phone and the stripe that registers as the chosen credit card and subsequently requests authorization for the card-present transaction.


The third company, Groovv, represents a mobile payment processing app that focuses on creating dialogue between the merchant and the customer. These methods for communication allow the merchant to spread word of a sale, a special offer, or send exclusive coupons. With unprecedented opportunity for personalized messages, merchants can connect better with their customers who are always connected with the internet.


The new wave of mobile payment processing apps and marketing strategies promise to keep merchants on the cutting edge of mobile technology. As the apps continue to build credit card databases and offer digital wallet services, they will continue to attract merchants looking for new, innovative ways to grow their business.




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Having a merchant account allows an account holder to take advantage of merchant cash advances. When a merchant is approved for an advance, the business agrees to receive a lump sum of cash in exchange for an agreed-upon percentage of future credit card sales.

Pricing varies depending on the merchant’s industry, past credit card processing history, the type of business seeking the account, average ticket sales, and average transaction volumes.

Yes, EMB works with merchants who are building their credit, as well as those who have poor credit. EMB also approves merchants that have no credit card processing history and businesses that have lost their merchant accounts due to high chargebacks.

Several factors influence a merchant’s risk level. Though only one factor likely will not get a merchant classified as high risk, a combination of these may: business size, location, and industry, credit score, credit card processing history, a industry’s reputation for excessive chargebacks, a prior history of high chargeback ratios, and whether a merchant exclusively sells online.

Virtual terminals are stationed on a merchant’s website, making it easy for customers to make a payment or purchase online. Merchants or a payment processor can easily set up virtual terminals, so online businesses can accept credit and debit card and e-check transactions.

A merchant account is a business account with an acquiring bank. Without this business account, which actually works more like a line of credit, a merchant cannot accept and process credit and debit card transactions. Businesses need a merchant account to accept major credit cards via a static point-of-sale terminal, mobile card reader, or through a virtual payment gateway.

After filling out EMB’s simple online application and submitting any necessary, requested documents, many merchants get approved within 24 and 48 hours.

EMB specializes in working with high-risk merchants. EMB works with many merchants, including but not limited to businesses in these industries: gambling and gaming, adult entertainment, nutraceuticals, vaping and e-cigarettes, electronics, tech support, travel, high-end furniture, weight loss programs, calling cards, e-books and software, and telecommunications.