UK consumers are enthusiastically embracing new payment technologies but this is increasing their expectations of retailers, according to new research.
A survey by Verifone found that vendors were expected to keep up with customer demand, with 56 percent of respondents saying the range of ways to pay in-store was important to them.
Another finding was that many UK consumers expected vendors to better understand their needs, with 35 percent expecting better sales promotions or discounts.
32 percent also expected consistent treatment across all payment methods and marketing channels.
These findings come alongside broad acceptance of new technologies, particularly in London, with 38 percent of respondents there showing familiarity with contactless payments and 21 percent with mobile wallets.
"We are seeing UK consumers begin to take to new technologies with enthusiasm, indicating that mass adoption won’t be far away," said June Felix, President of Europe for Verifone. "However, shoppers also want to feel that retailers value and understand them more because of these technologies."
"Therefore, it’s imperative for these new technologies to provide a connected commerce experience that is clear and relevant to the consumer. Otherwise, retailers risk frustrating and even eroding trust with their customers."
The survey polled 1,095 UK adults in February 2015.
