How Dunkin' Donuts Uses Loyalty to Get Over Mobile Payment Adoption Challenges

Plus, what's delaying mass adoption

An interview with:
Paul Murray
Director, Digital Experience
Dunkin' Brands

The road to mass adoption of mobile payments in the US has been rough-hewn so far, but some companies, like Dunkin' Brands, have found the secret to a smoother journey. Paul Murray, Dunkin' Brands' director of digital experience, spoke with eMarketer's Rahul Chadha about the key role that loyalty programs play in giving consumers a reason to reach for their smartphone at the point of sale (POS), instead of their credit card. Murray was interviewed as part of eMarketer's August report, "Mobile Proximity and Peer-to-Peer Payments 2018: How Starbucks, Walmart and Zelle are Leading in Mobile Payments."


What do you see as the major challenge to mobile payments?

Paul Murray:

Adoption is always a challenge for any new technology. It can be a challenge for a lot of brands.

Interview conducted on July 9, 2018

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